362gravitas
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GRAVITAS: SERIOUS ADVERTISING Mary Kay revolutionized the world in 1963 by giving women a voice. Fifty years later, Gravitas brings the revolution to a brand new generation. Gravitas is where insight-driven research transforms into rich consumer experiences. Our top priority is finding the essential truth about our target market. A good campaign knows the target market well. A great campaign translates this knowledge into a strategy that resonates with them. A Gravitas campaign is armed with insights that generate comprehensive, creative and effective marketing communication. Welcome to Gravitas.
MARY KAY, WE HAVE SOMETHING YOU’RE GOING TO LIKE.
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EXECUTIVE SUMMARY
2 Creative: The Reveal
Media / Promotions / PR
Target Market: Fem-Y
Strategy: Voice
The MK Communication Center
Our target market consists of
Gravitas discovered the essential
We’ve delivered more than just
Our ads are striking. They work
Gravitas developed a media plan
self-expressive young women.
truth about Fem-Y. They want to
an advertising and marketing
on multiple levels. Not only do
that includes both traditional and
We call this generation of 18-25
be listened to and understood.
campaign for Mary Kay. We
they shout brand awareness,
digital channels. Media will create
year-old women Fem-Y. Members
Their voices are heard every
created an insight and analytics
they stop the viewer, invite
awareness, while promotions
of Fem-Y are focused on their
day in tweets, pins, posts, tags,
concept that we call the MK
them to interact, allow instant
will encourage interaction and
future and the impact they
reviews and updates. Voice is
Communication Center. The Center
product trial by instantly
engagement with Fem-Y. Both
make on the world around them.
the core insight that drives our
will monitor social media sites
delivering a sample and
media and promotions will work
They’re constantly engaging with
communication strategy. Gravitas
on a national level. It will tap
encourage consumer feedback.
in unison to create a national
others in a digital social loop,
will position Mary Kay as the
into Fem-Y’s online conversations
These multi-level ads cut through
conversation about beauty, with
and they’ve come to expect
community that listens to the
about beauty to create active
the clutter and monotony of
Mary Kay at the center. We also
this same level of engagement
voice of Fem-Y.
engagement with the brand,
beauty advertising to set Mary
re-engineered Mary Kay’s online
while mining actionable insights.
Kay apart from the competition.
presence, producing a personalized
with brands.
These insights feed into a digital
experience tailored expressly for
information ecosystem, which the
the user. This online overhaul also
Center will use to personally
empowers Independent Beauty
engage with Fem-Y.
Consultants by providing them with new and more effective tools.
Table Of Contents
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GRAVITAS: SERIOUS ADVERTISING
8 IBC OVERVIEW
15 PROMOTIONS
22 MEDIA & PROMOTIONS FLOWCHART
2
EXECUTIVE SUMMARY
9 SWOT ANALYSIS
16 PHILANTHROPY
23 MEDIA & PROMOTIONS ALLOCATION
3
SITUATION ANALYSIS
10 STRATEGY
17 BRAND EXPERIENCE
24 EVALUATION & CREDITS
4
COMPETITIVE LANDSCAPE
11 THE MK COMMUNICATION CENTER
18 DIGITAL EXPERIENCE: MyMK
25 REFERENCES
5
RESEARCH: OVERVIEW
12 CREATIVE: INTERACTIVE PRINT
19 DIGITAL EXPERIENCE: MyMK + InTouch
26 MARY KAY ASH
6
TARGET MARKET: SEGMENTATION
13 CREATIVE: BLUEPRINT
20 TRADITIONAL MEDIA
7
TARGET MARKET: MEET FEM-Y
14 PUBLIC RELATIONS & PROMOTIONS
21 DIGITAL MEDIA
SITUATION ANALYSIS
3
Mary Kay Inc.
Every traveler needs a map, and we’ve provided one for you at the top left-hand corner of each section. These red boxes deliver the big picture by showing you the main takeaways, along with a brief summary.
Cosmetics Industry
Direct-Selling Industry
Founded in 1963 on the principle of the Golden Rule, Mary Kay was created
Brick-and-mortar cosmetic stores
Both consultants and consumers
with the goal of enriching women’s lives. Mary Kay is now sold worldwide
and drugstore chains have recently
can easily participate in direct
in 35 countries and is available in all 50 states, making it one of the leading
seen major growth, challenging
selling due to its convenient nature.
consumer cosmetics companies in the world.
Mary Kay’s direct-selling model.
Beauty consultants are able to
Many chains are offering wider
tailor the experience to meet their
product selections, and some have
customer’s needs through one-on-
three million current Independent Beauty Consultants (IBCs). In 2013, Mary
begun to stock premium brands.
one consultations and events.
Kay premiered its first product line targeted directly at Gen-Y. Branded Mary
Some of these stores also provide
Mary Kay is the 6th largest direct-selling company in the world, with over
Kay At Play™, the line’s release signaled Mary Kay’s increased involvement
services such as salon treatments,
Unfortunately, there are
in this 170 billion dollar market.
product samples and beauty
misconceptions about the direct-
experts who are able to answer
selling industry. Many Gen-Y
consumer questions.
consumers don’t understand how
USD NET SALES (IN BILLIONS)
it works.
+29.4% +3.7% -5.3%
+18.8%
+17.1%
10 8 6
+10%
+14.3% +6.9%
-4.8%
+0.0%
4 2 1. Alticore
2. Avon
3. Herbalife
4. Vorwerk
5. Natura
6. Mary Kay
7. Tupperware
TOP 10 GLOBAL DIRECT-SELLING COMPANIES Change based on annual revenues for 2012 calendar year.
8. Nu Skin
9. Oriflame
10. Belcorp
BLACK BARS: 2011 RED BARS: 2012
COMPETITIVE LANDSCAPE Not only did we round up the usual suspects — the big names in the cosmetics industry — we went further. We identified the leaders in direct selling, and delved into the psychographics of Gen-Y.
The Competition With a foot in cosmetics and a foot in direct-selling, Mary Kay is up against
4 Global Beauty Companies 2013 1
$28.88 billion
+10.4%
2
$20.70 billion
+14.9%
3
$20.08 billion
-3.8%
fashion-related products.
4
$9.98 billion
+5.7%
Mary Kay must be wary of other distribution channels, particularly
5
$8.38 billion
-1.0%
6
$7.64 billion
-5.3%
7
$6.73 billion
+0.5%
8
$6.16 billion
+8.1%
9
$5.87 billion
-1.7%
10
$5.33 billion
+10.0%
18
$2.90 billion
+7.4%
a unique set of competitors. In the beauty market, Mary Kay faces direct competition from large, multinational cosmetics companies. Their brands are widely available in many distribution channels, making them convenient for Gen-Y women. Other direct-selling companies, such as Avon, sell cosmetics, but are also more diversified and offer clothing, accessories and various
e-commerce. Gen-Y women know what they want and these products are available to purchase instantly online. This presents a challenge to Mary Kay, as other brands are available both via e-commerce and brick-and-mortar stores. The psychographics of Gen-Y women present indirect competition to Mary Kay. A portion of Gen-Y women prefer a “natural” style, which uses very little makeup. Gen-Y women are concerned with protecting their skin, and some of them use only products recommended by dermatologists. Gen-Y women tend to not show strong brand loyalty because they are becoming financially independent. They are learning how to face financial challenges, are entering college or looking for their first job. They are willing to forgo their favorite brands for ones that are more affordable.
RESEARCH: OVERVIEW
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At Gravitas we don’t stop at the first page of Google. After completing our Situation Analysis, we still wanted to know more. We employed a variety of primary and
Objectives
Strategies
Secondary
Primary
•
•
•
Reviewed Ad-ology, blogs,
1.2 Million Conversations about Mary Kay and its competitors analyzed via social media listening tools
Understand how Gen-Y
Determine Gen-Y women’s
secondary research methods
women view themselves as
attitudes, lifestyles and
articles and journals to
to drill down further. We
individuals and consumers
values and how they relate to
determine consumer’s
cosmetics
attitudes, lifestyles and values
Analyze marketing research
in relation to cosmetics
uncovered everything from the
•
values, attitudes and lifestyles of Gen-Y women and Mary Kay IBCs to the intricacies of the beauty industry itself.
Understand why Gen-Y women use cosmetics
•
Understand Mary Kay’s place in the minds of Gen-Y women
•
•
•
reports, articles and journals
Combined Experian and
Research Gen-Y women’s
MRI+ data to explore our
Analyze the role of IBCs in
psychographic traits and
target’s purchasing habits and
Mary Kay culture
decision-making behaviors
demographics
Understand how Gen-Y
•
•
•
women, IBCs and current Mary Kay users relate to each other
•
Analyze the competition’s
•
Analyzed the advertising and
creative and media strategies
marketing strategies of Mary
Investigate ways to enhance
Kay’s competitors
888 Surveys designed to explore Gen-Y women’s cosmetics usage and buying habits
325 Interviews with Gen-Y women
8 Focus Groups with Gen-Y women
the digital and shopping experience for Gen-Y women
20 Interviews with current IBCs
Main Takeaways
Attitudes
Opportunities
7 Mary Kay Events with current IBCs
Gen-Y women love to express
Gen-Y women spend a large
Mary Kay can strengthen its
themselves, and they especially love
amount of time engaging with
relationship with Gen-Y women by
7 Field Studies
to voice their opinions through
others on social media, and they
actively monitoring and managing
to gather real-world data
social media. They relate better
expect to be heard. They are
its digital presence. By listening to
to word-of-mouth endorsements
jaded by the clichés of traditional
and engaging with Gen-Y women,
and peer reviews than traditional
advertising and marketing. They
Mary Kay can create positive
advertising. They tend to base their
are more receptive to honesty and
brand experiences. An emphasis
brand perceptions on previous
authenticity than to beauty shots
on personal relationships speaks
experiences. They openly share
and celebrity endorsements.
their opinions in many ways, from talking to friends to posting online.
directly to Gen-Y women’s need to express their voices.
TARGET MARKET: SEGMENTATION
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FEM-Y
Trendsters
Explorers
Sophisticates
Fem-Y Trendsters are young
Fem-Y Explorers are finishing
Fem-Y Sophisticates are settling
women who are just graduating
college or beginning their
into their professional careers and
high school and preparing to
professional careers. They’re
have disposable income. They’re
Females age 18-25 are so diverse that they’re almost a generation unto themselves. Gravitas calls this unique target market Fem-Y. With this in mind we went deeper and found that Fem-Y experiences three distinct life stages.
enter the next phase of their lives,
confirming their identities as adults.
seeking professional recognition.
They’re digital natives.
They’re sharers.
They’re status-seekers.
83%
71%
61%
sleep next to their phones
share a good experience with a product using social media
say they would like to be a boss or top manager some day
They’re trendy.
They care.
They’re value-oriented.
92%
83%
73%
buy a specific brand to support an important cause or charity
are willing to pay more for better value
They want instant gratification.
They’re curious.
They’re confident consumers.
56%
84%
92%
would pay more for convenience
read product reviews
believe they’re smarter shoppers than ever before
whether it’s college or a career.
believe that they’re the biggest trendsetters
“I’d rather start a trend than follow one.” - Jessica
“I’m all about the “I watch gurus on end result and what YouTube because they’re interesting.” I get out of it.” - Sheri
- Marie
TARGET MARKET: MEET FEM-Y
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Mary Kay is smart to focus on Fem-Y. They’re the biggest generation since the Baby Boomers, and as digital natives they’re setting online trends that future generations will follow. To them, being heard is the most important thing.
“I can’t wait to tell all my friends about this new CC cream.”
“I just want a lipstick that looks good during the day and at night.”
“I’m starting to get laugh lines, and it’s freaking me out!”
The The Trendster Explorer
The The Explorer Explorer
The The Sophisticate Explorer
Jessica Sheri Hoffman Palmer Age: Age: 18 21 Senior Junior at Cal Allen State High School
Sheri Sheri Hoffman Hoffman Age: Age: 21 21 Junior Junior at at Cal Cal State State
Marie Sheri Hoffman Garcia Age: Age: 25 21 Video JuniorEditor at CalatState Sundial Studios
Sheri Hoffman is on her third major and thinks this one will
Marie Garcia makes pretty decent money as a video editor.
figure out which colleges to apply to. She wants to study
stick. She’s studying music therapy and wants to work with
She recently refinanced her college loans and has turned her
photojournalism. She is a consummate phone photographer,
autistic children when she graduates. She likes listening to
newfound savings into a wine-collecting hobby. She likes
taking anywhere from 30 to 50 photos a day before uploading
electronic dance music on Spotify and making playlists to
blogging about her new discoveries and scouring Pinterest
them to Instagram for the world to see. She lives to see the
share with her friends. Summer is approaching and Sheri’s got
for recipes that might pair well with her selections. Marie
little hearts that pop-up when followers like her pictures. The
her eye on a study abroad trip to London. She’s been working
and her long-term boyfriend recently went on a two-week
subjects of her photos range anywhere from her cat to music
at Nordstrom Rack to save up funds for the trip, but the
vacation to Napa Valley. She put some photos of the trip on
festivals during school breaks.
discounts she gets are making it a little hard.
her blog, and her followers were blown away.
Jessica Palmer is finishing high school and trying to
IBC OVERVIEW
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We’ve been talking with Mary Kay IBCs because they’re the engine that drives Mary Kay. As the face of the brand, it’s their passion that will attract Fem-Y and transform them into Mary Kay advocates, opening the
Nurturers
Entrepreneurs
Makeup Enthusiasts
Common Traits •
door to become IBCs in the
These IBCs join Mary Kay for any
These IBCs are entrepreneurs in the
future. We segmented IBCs
These IBCs are product-oriented.
number of reasons, but find
truest sense of the word. They
into three categories based
They enjoy the hands-on
themselves staying for the sense
see Mary Kay as a business
on their relationship with the
interactions they have with selling
of community. The feeling of
opportunity and prefer to keep
brand. IBCs are the bridge
and testing makeup and skincare
sisterhood is more important to
their personal lives separate. Many
that connects Mary Kay to the
products. They’re fans of Mary Kay
them than the financial benefits
Entrepreneurs have full-time jobs
voice of Fem-Y.
and use their position as a way to
that come with being an IBC.
and view Mary Kay as a part-time
connect deeply with the brand.
Nurturers enjoy the thrill of
venture. In addition to the sense of
Makeup Enthusiasts also enjoy
recruitment and helping
sisterhood, they view Mary Kay as a
discounts for brand loyalty and are
others blossom.
business infrastructure that allows
early adopters of new products.
them to pursue additional income and rewards.
“I’m in the business of loving people. It’s amazing what comes back to you.” - Janelle
“Mary Kay allows me to make money on the side and buy the little things I want.”
- Nancy
“I get to try new products all the time. I love being the first one.” - Barbara
View Mary Kay Ash as a role model
•
Feel a sense of sisterhood and community with Mary Kay
•
Proactive — they don’t wait for things to happen
•
View Mary Kay as a lifestyle
•
Status seekers
•
Entrepreneurial
SWOT ANALYSIS
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When we developed our SWOT Analysis we didn’t
S
just look at the components, we looked at the whole. This gave us a comprehensive
T
O
W
perspective of Mary Kay’s world.
Strengths
Weaknesses
Opportunities
Threats
•
•
•
•
•
Diverse product lines with a
Lack of consistent IBC training
variety of price points
can lead to inconsistent sales
High-quality products with
tactics and practices
worldwide brand recognition
•
Misunderstood brand culture
•
Loyal customer base
•
Direct selling restricts product
•
Supports charitable causes
•
Strong reward system
•
Strong sense of community
•
Strong corporate values
•
•
Retailers are incorporating personalized beauty services
Development of new
that compete with IBCs
beauty market •
•
through social media
technologies relevant to the
New product lines aren’t well known among Fem-Y
Connecting with Fem-Y
Brick-and-mortar stores are more convenient to Fem-Y
generation of IBCs
accessibility •
Potential to recruit a new
•
User-friendly nature of other cosmetics websites
Potential for tailored beauty regiments through IBC training
Analysis Mary Kay is part of an industry filled with cutting-edge, high-profile competition. Much of the competition has retail stores that deliver personalized beauty services and convenience. In addition, the extensive availability of cosmetics from online competitors contributes to the reasons Fem-Y doesn’t have a strong impression of Mary Kay. To counter this, Mary Kay has a diverse product catalog, a unique selling model and world-famous IBC reward opportunities. By embracing online social media networks and new technologies, we can increase the awareness of Mary Kay’s high-quality products and philanthropic efforts, which will lead to meaningful relationships with Fem-Y.
STRATEGY
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All of our research has lead us to an essential truth about our target market. Fem-Y wants to be heard, listened to and understood. They express their voice every day through tweets, pins, likes and posts. The need to be heard is a common theme among our target market. Voice goes beyond words. It’s the reflection of your character, the mark you leave on society and the way you interact with the world around you. Every way you express yourself, whether through clothing, hair, makeup, speech, social media or other actions, is part of your voice. Ultimately, voice is who you are as a person. It’s your identity. Voice is the core insight that drives our communication strategy.
GRAVITAS STRATEGY DEVELOPMENT MODEL
TRENDSTERS
EXPLORERS
SOPHISTICATES
IMPRESSION
IDENTITY
STATUS
COMMONALITIES AESTHETIC
AMBITION
EXPRESSION
CORE VALUE
VOICE
INDIVIDUALITY
TO FEM-Y MARY KAY IS THE
COMMUNITY that
LISTENS TO YOUR
VOICE
THE MK COMMUNICATION CENTER Before we move on to creative executions, we’d like to introduce you to an insight and analytics concept for Mary Kay that we named the MK Communication Center. It will become the eyes, ears and voice of Mary Kay as the company continues its advance into the digital age. The Center will monitor social
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The Voice
Real-Time
Insights
By monitoring all social media platforms, The MK Communication Center
The Center will perform real-time
Each month the Center will collect
will provide timely responses to the online conversations of both consumers
marketing coverage during Mary
millions of data points from
and IBCs. The Center will incorporate creative messages, PR management
Kay events, monitoring consumer
social conversations all over the
and trend monitoring into a cohesive system that pushes Mary Kay to the
response while creating relevant
country. These data will serve as
forefront of social media.
content on Facebook, Twitter,
the basis for shaping Mary Kay’s
Instagram and other social media.
social strategy.
The Center will help manage Mary Kay’s social presence by providing
This integrated approach creates
consistent brand messaging across all platforms. By acting as a trend spotter,
definitive ROI for Mary Kay and
Mary Kay can add value to the social conversation surrounding the brand.
provides engaging customer service by taking each consumer’s voice
media platforms in order to
into account.
mine actionable insights and create 24/7 engagement and involvement.
BRAND OUTREACH MESSAGING
EFFECTIVE FEEDBACK & INPUT
MARY KAY INC.
SOCIAL MEDIA
CONSUMERS
MEDIA
START HERE
CREATIVE
R
MOTIONS & P O PR
RE ADD VALUE TO CONVERSATION
AL
TIN -TIM E MARKE
G RELEVANT BRAND TOOLS
TIMELY SUPPORT
IBCs
EDUCATE
RAW DATA PROCESSED DATA
ACTIONABLE INSIGHTS
THE MK COMMUNICATION CENTER BLUEPRINT
*Estimated cost: $1 million
1. L
CREATIVE: INTERACTIVE PRINT Gravitas created print executions that are striking and that stand out from the competition. Not only do they shout brand awareness,
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1. Look
2. Interact
3. Sample
4. Share
You notice the ad among the
The sample strip is removable.
What’s this? Removal of the
Having tried the sample, you
typical clutter of beauty shots.
This layer of interaction
strip reveals a MK product
leave the ad with something
It stands out.
pulls you in. You’re invested.
sample attached to the back.
to share.
they encourage the viewer to interact with the ad by peeling a sample strip that delivers a product trial. Once viewers
MK Ad: Pre-Reveal
MK Ad: Sample Strip (back)
have tried the product, they are invited to engage with Mary Kay through social media channels.
MK Ad: Post-Reveal
Look
CREATIVE: BLUEPRINT Art Direction
Headline
13 Hashtag
To avoid the typical clichés of the
We picked a headline that speaks
#MKToday allows Mary Kay to
beauty industry, we took a page
to both the beauty industry and
facilitate the conversation by
from constructivism and angled the
Fem-Y. Pulling off the sample strip
headline. This helps the ad break
changes the subject of the question
apart from the linear monotony
from society to the viewer. And
of the magazines it will run in.
as a bonus, it instantly delivers a
To further attract the viewer, we
product sample.
Mary Kay of today.
Tagline “We’re listening.” Talk is cheap if
identity and transforms her into an “anywoman.” To balance this treatment, we implemented rich jewel-tones to soften the look of the ad.
MK Ad: Post-Reveal
MK Ad: Post-Reveal
MK Ad: Pre-Reveal
Not only does the body copy expand
no one is listening. This tagline lets
on the headline, it asks Fem-Y to
organizing the voices of Fem-Y
Fem-Y know that Mary Kay cares.
look to the mirror for inspiration.
into a cohesive narrative. The
Mary Kay isn’t only about product,
It ends with a simple invitation for
hashtag also reminds Fem-Y that
it’s about a community of women
Fem-Y to speak out and join the
this is a modern Mary Kay, the
whose voices are heard.
conversation.
used a sample strip to obscure the model’s eyes. This masks her
Body Copy
MK Ad: Pre-Reveal
PUBLIC RELATIONS & PROMOTIONS Gravitas created a set of promotions that will continue to drive the conversation about beauty, encourage interaction and engage Fem-Y. We gave women a platform to voice what beauty means to them and share their stories with Mary Kay.
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MK Voice Channel Contest Consumers will be encouraged to submit stories that explain what beauty means to them. Contestants will have a chance to win a weeklong trip to Hollywood to have their stories professionally recorded. These stories can be submitted through social media or through the MK Voice Booths.
BEAUTY?
The winning recordings will be interwoven with professionally shot footage to create a YouTube mini-saga. A new series will premier each quarter, giving more voices a chance to be heard. The saga will feature 12 five-minute films that explore these women’s thoughts. During the credits, Mary Kay products will be shown alongside
MK Voice Booths The purple, guerilla-style recording booths will be placed in high
close-up shots from the film with embedded hyperlinks directing consumers to the Mary Kay website.
pedestrian-traffic areas in select cities where their unusual presence will attract attention. Inside the Voice Booth, visitors will find
Public Relations
Real-Time Marketing
a recording station consisting
The public relations team will aid the MK Communication Center in all of
During major cultural events – Oscars, Grammys, Teen Choice Awards – the
of a touchscreen, microphone
its outreach initiatives. Issue bloggers, influencers and other media contacts
MK Communication Center staff will be watching and listening for
and headphones. They will be
will be identified and monitored at the Center. Once identified, these
relevant content on every Mary Kay social platform. Content will be
prompted to record a message or
sources will receive products tagged with #MKToday to generate buzz
generated and posted in real time to respond to social trends and user
anecdote explaining what beauty
through posts or promotions of their own. Tumblr’s viral nature lends
feedback. The Center will monitor consumer feedback and respond,
means to them. As a token of
itself to sharing stories, so it will be used to share the success stories of Mary
representing Mary Kay as the company that is always accessible,
appreciation, participants will be
Kay IBCs. Google+ will be used to help with search engine optimization.
up-to-date and, most importantly, the company that listens.
rewarded a Mary Kay product sample containing local IBC details.
PROMOTIONS
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Bloom Partnership
The Designer Collection
A partnership with the social beauty network, Bloom.com, provides
Mary Kay will be partnering with
attractive tools and resources that will help consumers and IBCs to improve
the up-and-coming designer Saloni
their makeup techniques and connect to professional makeup artists.
to create an exclusive Spring Line.
Connecting Mary Kay and Bloom provides an opportunity to increase
These prints will be integrated
the awareness for both brands as well as Fem-Y to express themselves by
into makeup bags, pressed powder
posting looks and voicing their opinions.
and makeup brushes and be released from April through June. Consumers will have the chance to submit their own designs through social media to win an opportunity to collaborate with Saloni for a Fall Line. Through the MK Communication Center, the winner will be chosen based upon which print receives the most engagement. The Designer Collection contest can be repeated each year featuring new designers.
The Ticket to NY Contest
MK Expressions Collection
Instagram users can compete to win an all-inclusive trip for themselves
We found in focus groups and
and a friend to join Mary Kay in New York during Mercedes-Benz Fashion
interviews that Fem-Y didn’t
Week. The competition will be held over a 30 day period in which Instagram
feel that the Mary Kay At Play™
users can upload pictures in response to the prompt “What does beauty
packaging resonated with them.
mean to you?” using the tag #MK30days. At the end of the contest, the MK
They found the packaging to be
Communication Center will select a winner based on which collection has
too playful and thought that it
garnered the most buzz. This contest will promote a national conversation
was intended for a much younger
about the nature of beauty in a manner that encourages our target to
market. With these insights, we
respond with their opinions.
redesigned the line with more sophisticated packaging, featuring reverse sample strips that serve to showcase the line’s vibrant colors.
PHILANTHROPY Having a big heart is
Any Reason To Run 5K
something that Fem-Y shares with Mary Kay. They are a
We revamped the MK5K to include all 30 of Mary Kay’s charities; we call
giving generation and the
it the Any Reason to Run 5K. At sign up, runners will be given t-shirts
causes Mary Kay supports are
featuring insightful quotes related to various causes highlighted in the run.
important to them. Gravitas’
Participants will wear buttons to represent the charity of their choice. At the
aim is nothing less than
end of the race, runners will drop the buttons into buckets for their charity
inviting Fem-Y to engage in
letting them see their donations in action. These interactions will foster
a national conversation and
conversations in-person and through social media, enhancing the feeling of
we have designed promotions
community among the runners.
that highlight Mary Kay’s charitable contributions.
The Mary Kay Exhibit Bus It’s easier to understand a cause when you can visualize it. With this in mind, we created a mobile exhibit that will travel to 25 major U.S. cities. The exhibit will feature artists with works whose themes speak to the goals of Mary Kay’s international charitable organizations. Interactive digital kiosks placed throughout the bus will feature personal stories from real women. Digital maps will highlight where each issue is most prevalent. An audio guestbook will allow exhibit guests to listen to other visitors who have left their stories, and will encourage them to record their own. Mary Kay’s national conversation continues.
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BRAND EXPERIENCE Mary Kay provides its customers with a highly personalized brand experience. In order to translate this unique brand interaction into a digital interface, we conducted usability studies, focus groups and interviewed IBCs. We took these findings and created a truly unique brand experience that will empower a new generation of IBCs.
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Overall Brand Experience
Customer Digital Experience
Recommendations
No other competitor offers the
Our research discovered that many people find Mary Kay’s website
Gravitas has created a plan to
extensive customer service that is
cumbersome to navigate. Fem-Y needs an easy, simple process when
revitalize the Mary Kay website,
provided by Mary Kay IBCs. They
shopping online to capture their attention. Mary Kay’s business model
making it more user-friendly
personally deliver orders, organize
requires significant face-to-face interaction. We took those same
and engaging. The new MyMK
parties and cultivate close
interactions that are so important to their brand culture and through our
profile will be remodeled with
relationships and communities.
digital recommendations framed it in a way that connects to Fem-Y.
However, these services are
more personalization features to express the voice of Fem-Y and the
generally limited to face-to-face interactions. Fem-Y lives in the digital realm, so their first major interaction with the Mary Kay brand will likely be online.
IBC Digital Experience
voice of any Mary Kay customer.
We found that IBCs are generally happy with the tools that are already provided. However, they all agreed that additional functionality would simplify their lives and contribute to their success. Rather than several apps with limited functions, one all-encompassing app will make navigation and
“Help me understand why Mary Kay is any different from any other beauty site.”
usability easier. Gravitas updated essential functions and incorporated them into a seamless mobile experience that will again contribute to IBC success.
This will result in more consumerto-brand communication. Making IBC’s tools simpler, more convenient and effective will help current IBCs grow their business.
Brand Experience: Digital Analysis
- Focus Group Participant
PROBLEMS
OBSCURE ONLINE IDENTITY
CONFUSING/INCONSISTENT IBC TOOLS
LACK OF ENGAGEMENT WITH FEM-Y
SOLUTIONS
CLEARLY DEFINED DIGITAL PRESENCE
ALL-ENCOMPASSING EASY-TO-NAVIGATE APP
IMPROVED MyMK & PROMOS
DIGITAL EXPERIENCE: MyMK
18
a MyMK Profile that will turn browsers into buyers. We updated
MyMK Personality Profile
existing tools and created new ones to make MyMK sleek, simple
Strong relationships are a crucial part
We analyzed feedback from our own usability studies to develop
and effective. These tools provide a friction-free user experience
of the Mary Kay experience. Asking
that consumers will want to interact with daily.
MyMK users questions about their personality and style gives Mary Kay the ability to get to know the consumer. With this information,
MyMK Profile
IBCs will be better equipped to engage in lasting relationships with members of their community.
Spotlight This is where Mary Kay can highlight new products and promotional events. Top Trends is a live feed that automatically updates with the latest Mary Kay events, promotions, blog posts and
MyMK Dashboard Navigation is a big issue on any website. We developed a dashboard with new features that are designed to help Fem-Y navigate the website with ease. Notifications alert users to new messages, recent activity on open orders and event reminders. The truck icon shows the shipping status of their most recent purchase. Users can easily access their IBC’s personal page by clicking on the My IBC button. They can send quick messages to their IBC by using the messaging tool. The icon located at the far right of the dashboard is the live chat function where they can instantly talk with their IBC or other MyMK users.
IBC activities.
MyMK Mobile The mobile site allows users to seamlessly access MyMK across all platforms. Along with the features available on the desktop version, mobile MyMK users will be given a Shade Match tool. This tool uses the device’s camera to determine the user’s skin shade. MyMK mobile allows consumers to contact IBCs, reorder and engage with Mary Kay anytime.
DIGITAL EXPERIENCE: MyMK + InTouch Gravitas didn’t stop with a
MyMK Choice
website overhaul. We went further and created a Mary
Gravitas created a new subscription plan; we call it MyMK Choice. This product
Kay app custom-tailored
was developed for primarily people who are new to the Mary Kay brand. For
to meet the demands of IBCs.
$10 a month, customers will be able to design their own box by picking one
We also created a brand
full-sized product and three samples from that month’s highlighted products.
new way for customers to explore Mary Kay’s extensive
This gives customers the chance to explore the wide range of Mary Kay
product portfolio.
products for a low monthly fee. MyMK Choice also provides subscribers with early access to new products, samples and insider information. This is also an opportunity for Mary Kay to recruit Fem-Y IBCs.
IBC InTouch Mobile
Appointment Manager
Refill Reminders
The Appointment Manager is a
The Refill Reminder is a feed
mix of a personal secretary and a
showing which customers
planner. It allows IBCs to store all
might need a product refill.
of their important work dates and
Reminders are based on the
information in one convenient
customer’s past purchase history
calendar.
and their MyMK profile.
Expense Tracker
Portable Contact List
The Expense Tracker simplifies
The portable contact list will
the IBC experience. It records all
organize customer contact
out-of-pocket costs and possible tax
information, their recent purchases
deductions they may accumulate as
and MyMK style information.
they travel to meet with customers
This lets IBCs better serve their
and host parties.
customers anywhere, anytime.
19
TRADITIONAL MEDIA Traditional media tactics will reach across the U.S. and be implemented throughout the year to maximize awareness of Mary Kay. These buys are
20
Transit
Magazine
95% of Americans
5 Million Fem-Y
are exposed to ads targeted to vehicle drivers and passengers
read Cosmopolitan
4 Million Fem-Y
positioned and timed around
30K-70K Impressions
read Seventeen
cities where our Mary Kay
generated by one vehicle wrap daily
Cosmopolitan
promotions will be activated. By delivering the message through strategic media channels, Mary Kay will be able to intersect the daily lives of Fem-Y.
Over half of Cosmopolitan’s
We’ll purchase lenticular bus wraps
15 million female readers claim it’s
displaying our ads. The sample strip
“one of their favorite magazines.”
will change as the bus passes any
Cosmopolitan indexes high across
particular vantage point.
the entire nation, and has more coverage of women 18-34 than
Vehicle advertising boosts brand
the top 10 Primetime TV shows.
recognition 15 times more
It is four times more likely to be
effectively than any other form
bought on a newsstand than its
of advertising. With a lower CPM
competitors.
than any other outdoor medium,
Seventeen
Airport Ads
Radio
run in downtown and suburban
28% of Gen-Y
243 Million Listeners
areas of densely populated metro
take 4+ flights each year
nationally per month
Poster-sized versions of our print
92% of Fem-Y
as much of Fem-Y as possible,
ads will be placed in high traffic
listens to radio each week
we included both of Mary Kay’s
bus wraps efficiently build high frequency and coverage. Busses will
cities during the same months that promotional events will be held. Select cities will also feature digital displays at transit stations, subways and light rail. These will coordinate with the live Mary Kay events happening in
terminals at DFW, La Guardia and LAX airports. These large ads will run during Mary Kay events in Dallas, New York and Los Angeles.
Radio provides a direct conversation between brands and large audiences. Our 30-second radio spots will not only raise awareness of Mary Kay and draw
each city. Creative content and
traffic to the website, but will also
user-generated content, such as
focus on our promotional events.
tweets, will be managed by the MK Communication Center, and viewers can engage by using Mary Kay’s hashtags.
Seventeen reaches the most college-age women of any magazine in its category. To reach
existing print partnerships. All buys include the digital version of the magazine.
DIGITAL MEDIA Our digital media buys are strategically designed to mesh with both our
21
Video Hulu
Audio YouTube
Pandora
creative executions and our
36 Million Viewers
56% Gen-Y
2 Million
2 Listening Hours
promotional activations to
per month
unique Fem-Y users each month
spent by the average user each day
deliver a well-rounded and
65 Video Ads
watched YouTube in the last 24 hours
cohesive campaign. These
watched by the average U.S. viewer per month
digital tactics will help to generate mass awareness, making it easy for viewers
Hulu has a stronger message
In addition to running 30-second audio, tile and banner ads, we’re also
2 Billion Minutes
sponsoring a 7-day free trial of Pandora One. This engages Fem-Y by
of YouTube watched by Fem-Y monthly
driving them to Mary Kay’s website and rewarding with a week of free, uninterrupted radio. Pandora’s precision-targeting platform will allow us to pinpoint Fem-Y listeners based on their Pandora activity and generate
recall than broadcast and cable TV
Youtube reaches more of Fem-Y
combined and has more viewers
Mary Kay. Each website
than any cable network and can
than all other broadcast sites.
we recommend takes into
target users based on keyword
Nearly half of Gen-Y watches TV
searches and the types of videos
consideration Fem-Y’s daily
content online. Fifteen-second
they watch. We’ll buy a homepage
88% Users
40% Users
media habits and preferences.
pre-roll, mid-roll and post-roll
takeover and start running
of Songza are 18-34
of U.S. Spotify users are 18-24
ads will be run; all of which can’t
15-second pre-roll ads the same day.
be skipped, ensuring that the ad
The takeover will expose a large
70 Million Minutes
0.5% Click-Through-Rate
engages with the viewer.
number of viewers to our message,
to connect and interact with
and strategic targeting will make
Storyboard
sure we’re engaging Fem-Y.
YouTube Sponsorship When Seventeen Magazine created
awareness of local events based on their geographic information.
Songza
spent listening per day
Spotify
for display ads (0.08% national average)
Branded playlists will be created
In addition to display ads, we’ll be
for all six dayparts, featuring 40-70
running 30-second audio ads that
songs tailored to Fem-Y. Pre-roll ads
feature a 1.5% CTR, along with
will inform listeners of upcoming
clickable interactive tiles, scrolling
Mary Kay events and drive traffic
text links and billboard ads that
to Mary Kay’s digital space. By
cover the user’s screen after they
their YouTube channel, they
advertising on rising sites, Mary
have been inactive for five minutes.
gained 250,000 subscribers within
Kay can position itself as an early
These ads will draw traffic to the
the first five weeks. By mid-spring
adopter of digital trends.
Mary Kay website, bring attention
2014, they plan to put their first
to IBCs and reinforce the overall
sponsored videos on their channel.
impact of the campaign.
We recommend Mary Kay capitalize on this new integrated marketing opportunity as its subscriber base continues to grow.
MEDIA & PROMOTIONS FLOWCHART
22
Print Cosmopolitan: 4C Full Page + Insert Seventeen: Advertorial
Impressions 20,105,904 12,063,432 8,042,472
Terrestrial Radio Radio: 30-Second Spots
125,471,332 125,471,332
$500,000 $500,000
Out-Of-Home Full Bus Wrap Digital Station Display Airport: DFW, LAX, LaGuardia
506,775,467 110,100,000 364,107,530 32,567,937
$639,250 $372,000 $154,000 $113,250
Digital Display Hulu YouTube: Homepage Takeover YouTube: Pre-Roll YouTube: Seventeen Sponsorship
465,780,551 33,000,000 368,655,856 61,124,695 3,000,000
$2,043,657 $993,657 $450,000 $500,000 $100,000
Digital Radio Pandora: Audio, Tile, Banner Pandora One: Trial Subscription Songza: Branded Playlist (30 days) Spotify: Billboard Package: Skyscraper Spotify: 30 Second Audio w/ 640X640 Image
157,928,375 33,300,000 4,800,000 360,000 70,624,250
$2,247,753 $333,000 $24,000 $900,000 $600,000
48,844,125
$390,753
3,200,000 3,200,000
$120,000 $120,000
Feb ’15
Mar ‘15
Apr ‘15
May ‘15
Jun ‘15
Jul ‘15
Aug ‘15
Sep ‘15
Oct ‘15
Nov ’15
Dec ‘15
Jan ‘16
Paid Social Facebook: Facebook CPM Pay-Per-Click Google/Bing: PPC Keywords
Cost $2,023,840 $1,663,840 $360,000
$120,000 $120,000
Promotions The MK Voice Channel Contest The Ticket to NY Contest Any Reason To Run 5K (25 Events) The Mary Kay Exhibit Bus (25 Cities) MK Voice Booth (30 Booths)
$2,305,500 $152,000 $3,500 $1,000,000 $1,000,000 $150,000 Total:
1,279,261,629
$10,000,000
MEDIA & PROMOTIONS ALLOCATION Gravitas built a cohesive
Digital Display 20%
campaign that maximizes the budget while also raising awareness across the nation. The chart breaks down
Out-Of-Home 6%
expenditures by medium. The map identifies the markets that will be targeted by promotions and media.
Pay-Per-Click 1% Radio 5%
Traditional media has the potential to reach over 125 million consumers across the course of the campaign.
Digital media delivers more than 1.2 billion unique visitors per month.
Digital Station Displays Promotions Full Bus Wraps
Print 20%
24+1+232056
23 Digital Radio 24%
Paid Social 1%
Promotions 23%
EVALUATION & CREDITS
24
Gravitas will monitor plan performance using key indicators and benchmarks. The campaign is built to provide opportunities for optimization.
Gravitas 2014
Special Thanks
PRESIDENT
First and foremost, Gravitas is
Rachel West
grateful to Professor Peter Noble
EXECUTIVE VP
for his wise guidance, steady
Courtney Garza
support and total confidence in the
MANAGEMENT
gestalt of the team.
Optimization
Metrics & Evaluation
We don’t want to briefly catch the
The MK Communication Center
In addition to evaluating the
EJ Stancil, VP Operations
Dean Dorothy Bland; Professors
attention of Fem-Y, we want to
pulls feedback from billions
impact of this campaign, Gravitas
ACCOUNT PLANNING
Sheri Broyles, Samra Bufkins, Bill
Objectives
Stephanie Clausen, Senior VP Marie Mahanna, VP Logistics
In addition, we would like to thank
keep it. We created a campaign
of social conversations. This
will periodically monitor plan
Nick Vasilyev, Senior VP
Ford; Cathy Turner, Brandee
with the objectives of increasing
feedback is taken and turned
performance. We will utilize
Quynh Tran, VP Account Planning
Hartley; Frank Mihalopolous;
Fem-Y’s awareness, positive
into insights for Mary Kay’s use.
the MK Communication Center
Jennifer Long, VP Research
Ad Club; David Halloran; Rusty and
brand perception and product
Those insights are then applied
to measure brand sentiment,
Kirstin Boatto
the many IBCs who helped Gravitas
consideration for Mary Kay. To
to provide optimizations that
awareness and overall reach. In
Ali Weiss
understand the Mary Kay way.
ensure these objectives are met,
enhances the campaign to ensure
addition to a year-end assessment
CREATIVE
we’ve developed the following
its effectiveness.
of campaign effectiveness, ongoing
Leigh Campbell, Senior VP
Finally, Gravitas would like to thank
evaluation and measurement will
Lucas Spann, VP Copywriting
Juan Bell, Jr. for his three years of
evaluation model.
Gravitas Optimization Model MK COMMUNICATION CENTER
be conducted quarterly using the
Michael Felder, VP Art Direction
leadership and commitment to
following benchmarks: Brand
Tam Nguyen, VP Graphic Design
Gravitas.
Awareness, Brand Perception and
Heather Mastrin
Brand Consideration.
Hannah Sandle Willie Sneed Jonathan Woodul MEDIA, PROMOTIONS & PUBLIC RELATIONS Juan Bell, Jr., Senior VP Digital Strategy
FEEDBACK
INSIGHTS
Josue Garcia, VP Social Media Sean Boldt, VP Media Planning Austin Allen Alex Berry
CONSUMERS
MARY KAY OPTIMIZATION
Shena Ly Jordan Parker CONSULTANT Peter Noble
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IF I LISTEN “ LONG ENOUGH, I’LL COME UP WITH A SOLUTION.”