The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.
The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.
The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.
The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.
The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.
The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.
Insights:
1. Gen-Y women appreciate brands that promote progressive ideas about beauty.
2. Gen-Y women are passionate about what it means to be a woman today.
3. They have diverse dreams and ambitions, and their own definition of being successful.
Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.
The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.
Insights:
1. Gen-Y women appreciate brands that promote progressive ideas about beauty.
2. Gen-Y women are passionate about what it means to be a woman today.
3. They have diverse dreams and ambitions, and their own definition of being successful.
Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.
The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.
Insights:
1. Gen-Y women appreciate brands that promote progressive ideas about beauty.
2. Gen-Y women are passionate about what it means to be a woman today.
3. They have diverse dreams and ambitions, and their own definition of being successful.
Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.
The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.
Insights:
1. Gen-Y women appreciate brands that promote progressive ideas about beauty.
2. Gen-Y women are passionate about what it means to be a woman today.
3. They have diverse dreams and ambitions, and their own definition of being successful.
Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.
Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.
The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences.
The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.
Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility.
Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.
The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences.
The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.
Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility.
Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.
The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences.
The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.
Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility.
Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.
The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences.
The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.
Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility.
95% think new online features would make buying Mary Kay more appealing.
41% are more likely to pursue contact with a Mary Kay IBC if they are matched via an online quiz with someone who shared similar interests.
63% report increased the perception of Mary Kay after viewing print and video ads.
Perception before: pink, old, feminine, pushy, quality, classy, expensive.
Perception after: Confident, young, beauty, fun, empowering, modern, ambitious.
Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff Rau, April Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange
Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff Rau, April Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange
Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff Rau, April Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange
Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff Rau, April Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange
Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff Rau, April Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange