Mary Kay was the client for the AAF (American Advertising Federation) 2014 NSAC (National Student Advertising Competition). I was selected to be part of a team of 24 students to represent the University of Nebraska-Lincoln.
We were asked to create a fully integrated marketing campaign emphasizing 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 support Mary Kay Independent Beauty Consultants (IBC) and provide direct opportunities to connect with the Gen Y market.
The campaign meets Gen Y women at where they are. Gen Y watches YouTube, listens to music on streaming sites, and attends concerts and festivals. Those places are opportunities to connect with Gen Y and drive traffic to the Micro-Site, where the target audience can complete quizzes on their skincare and makeup concerns and match with a local Mary Kay Independent Beauty Consultant.
This commercial will be run on YouTube from Feb. to July and Hulu on Mar., Jun., Sept., and Dec.
The print ad will run in magazines in Apr., Aug., and Dec.
The microsite will run from Feb. to Jan.
In addition to the ACL music festival contest, Mary Kay will also set up BEAUTY BARS on the same day in NYC, Chicago, and LA in the summer to provide opportunities for Gen-Y women to try the products and use the microsite to match with their local IBC.
For the holiday season, Mary Kay will also have BEAUTY BOX giveaways in partnership with IBCs and influencers.