CAMPAIGN EVALUATION A combination of pre-testing, concurrent and post-testing will be employed to evaluate the success of the campaign. Testing will consist of distribution of surveys every three months to members of the target audience. The surveys will measure brand awareness, brand perception, purchase intention and interest in IBC opportunity. In addition, we will monitor the following activity to measure the effectiveness of the campaign: • Makeup and skincare sales • Total sales (online & offline) • Icon by Mary Kay sales (online & offline) • Attendance for the Mary Kay Iconic Soirée • Participation in Mary Kay Pinaway Contest • Interaction with the Augmented Reality billboards • Participation in the Mary Kay College Facebook Contest • Twitter followers and retweets • Instagram followers • YouTube views and subscribers • Vine followers and reposts • Smartphone application downloads • Website traffic • IBC recruitment
APPENDICES
20