2014 National Student Advertising Competition (N.S.A.C.) hosted by the American Advertising Federation. Client Sponsor Mary Kay Inc.

1. introduction 02
naturally BOLD

2. 01 introduction
table of contents
Women ages 18 to 25 are very busy balancing higher
education classes, new careers, and family life. It is no wonder
that beauty often takes a back seat, especially when it feels as
if the women in makeup advertisements do not truly reflect real
life. This is what Helix305 discovered when conducting research
on our target market and Mary Kay. Members of the target
market also shared that their perception of Mary Kay is dated,
“for women like my mom,” and that they wanted to avoid high
pressure direct-sales situations.
Furthermore, Millennials are increasingly wary of traditional
advertising and branding efforts – they are much more likely to
trust word of mouth, their peers, and friends before they will trust a
large company trying to sell their product. Therefore, the brands
that Millennials do trust and use are extremely important to their
identity and their everyday lives. These brands have a larger social
impact and are not just about pushing product and making profit.
INTRODUCTION
executive summary. . pg.1
the situation. . pg.2
target market. . pg.3
RESEARCH
research methods. . pg.4
swot. . pg.5
competitive analysis. . pg.6
INSIGHTS. . pg.7
THE BIG IDEA . pg.9
THE CAMPAIGN
phase one. . pg.11
phase two. . pg.13
phase three. . pg.15
phase four. . pg.17
phase five. . pg.19
for the future . pg.21
MEDIA STRATEGY
media plan. . pg.22
media schedule. . pg.24
EVALUATION. . pg.25
CREDITS. . pg.26
executive summary
Helix305 has created a campaign that takes a closer look
and starts a larger conversation about traditional beauty ideals
and female empowerment with Mary Kay at the center. Through
the use of ghost marketing, and initiatives such as Project Pink
Frame, and NaturallyBOLD, Mary Kay can effectively shatter old
perceptions and reposition its brand.
Our campaign relies heavily on positioning in areas where
our target market makes up the bulk of users and consumers,
like online and on social media websites. We also ensured that
current customers and IBCs remain a treasured part of the Mary
Kay customer base by creating a place for them in this targeted
marketing and advertising campaign, as well. The endeavors of
our campaign will push both of our target markets to emotionally
connect with the brand and physically connect with the product.

3. introduction 02
THE SITUATION
analyzing the situation
• Mary Kay has more than 500,000 IBC’s in the U.S.
averaging 43 years in age and through direct sales,
competes in one of the most competitive industries.
• The beauty/personal care market in the U.S. had 63.1
billion in sales in 2012 and is highly segmented.
• Mary Kay’s brand ranks 6th in the skincare category,
9th in the color category and 12th in the fragrance
category.
• Brand’s like Mary Kay look to maintain market share by
developing new markets through targeting females 18-
25 who will continue to be consumers in the industry for
years to come.
• Female 18-25 Gen Y Millennials prefer traditional
beauty retailers, like Walgreens, Target, and Sephora.
Eighty percent of cosmetic purchases occur in store-based
retailers.
the task
Helix305 has created an advertising campaign based
around raising awareness and product consideration
for the Mary Kay brand with women 18-25 years old in
the United States through its At Play, Botanical Effects,
Clear Proof, and Mary Kay product lines. In addition, our
campaign attracts new Independent Beauty Consultants for
the company that fall within the target age group.

4. 03 introduction
primary target market:
Women 18-25 and potential IBCs
• Earn less than $25,000 a year
• Have an active, fast-paced lifestyle
• Are at a crossroads between
professional, educational, and familial
milestones
• Simultaneously connected to the Internet
through a range of location-enabled
mobile devices
• Extensive use of technology and social
media to gain peer insights when making
purchasing decisions
• Use minimal makeup for a natural look
every day
• Place emphasis on skincare as well as
the quality of products used
• Prefer brands that support important
charities and causes
secondary target market:
Current customer base and
existing IBCs
It is crucial that our campaign does not
alienate Mary Kay’s current customer and
IBC. Therefore, our campaign appeals to
a wide range of women including current
Mary Kay patrons and supporters, while still
considering our primary target market first.
Lucy
age 18
The Newcomer
Lucy has just graduated high school. Though
she is anxious to leave behind her small town,
her family, and friends, she is also excited to
start the next chapter of her life at college.
She has not decided on a major yet, so it’s
essential that her studies allow her to think
outside the box and dip her toes in a little bit of
everything.
How is Lucy naturallyBOLD? She is
embracing a change, leaving the ones she
trusts most behind, ready to begin her journey.
Sofia age 21
The College Student
Sofia is about to graduate college. She has
decided to move to the city after her studies
are complete and pursue her passion for
dancing as a career. As a creative type, Sofia
likes to have fun with her makeup and let her
energetic personality shine. She especially
knows the importance of highlighting her best
features in performance so that every emotion
clearly translates to the audience.
How is Sofia naturallyBOLD? She isn’t afraid
to shine, whether the spotlight is on her or not.
Audrey
age 23
The Young Professional
Jada age 25
The Proud Mom
Audrey is just starting her career. At work, she
wears neutral colors, and natural makeup,
so she may seem like the quiet wallflower
type. But Audrey is actually very insightful,
and learns a lot by listening. Her hard work
is paying off because yesterday, Audrey
received a promotion!
How is Audrey naturallyBOLD? She is
stepping out of her comfort zone and visibly
accomplishing her goals.
Jada and her husband, Andre, are first time
parents, and Jada must now balance her
part time job with being a full time mom. She
understands that by taking care of her skin
and using moisturizer and SPF every day,
Jada can put her best foot forward, both as a
parent and as a career woman.
How is Jada naturallyBOLD? She is great
at successfully juggling her job and role of
mother without forgetting to take care of her
self.
TARGET MARKET

5. RESEARCH METHODS
research 04
344 quantitative
surveys with
respondents from
all 50 states
4 focus groups
32 brand perception
interviews
48 product perception
surveys
18 product testers
27 in-store and
consumer
observations
research objectives
What are the existing perceptions of Mary Kay?
1. The Mary Kay Brand
2. The Mary Kay Product
3. The Mary Kay direct selling / house party model
What are Millennial makeup purchase habits?
How do members of our target market prefer to buy makeup? For this
type of research we delved into the pros and cons of an IBC vs. an
in-store purchase. We also discovered the major consideration factors
when one is buying makeup:
• quality, price, convenience, and brand name
• advice from family, friends and/or professionals
What are cosmetic habits and trends for
Millennial women?
We discovered how members of our target market prefer to use and
learn about makeup, whether it be through an in-person makeup
lesson, learning through an online tutorial, spending a spa day with
friends, or attending a makeup house party.
What type of personality is more inclined to buy
Mary Kay, or become a Mary Kay IBC?
Finally, our research focused on the psychographics and types of
people who engaged in our research efforts. These efforts helped
us better understand our target market so we could better advertise
to the wants and needs of those people who would be most open to
buying Mary Kay products or representing the company.

6. SWOT ANALYSIS
• National corporate support
05 research IBC ANALYSIS
for IBCs
• Motivational incentive
system with notable rewards
such as the Pink Cadillac
• Prospective IBCs in
Millennial women looking for
work
• Redefine perceptions of
Mary Kay parties and IBCs
opportunities strengths
• Customer discomfort at the
prospect of being pressured
to purchase in a direct sales
situation
• Most IBCs older than target
market population
• Negative public perception
of direct selling
• Online marketplaces
and businesses that use
extensive social media
promotion and loyalty
programs.
weaknesses threats
strengths • Nationwide brand recognition
• Dedicated network of brand
champions in IBC force
• Industry-leading standard of
product quality
• Corporate social responsibility
through the Mary Kay
Foundation
weaknesses • Target market does not identify
with Mary Kay’s brand and
history
• The Mary Kay brand is
perceived as one for an older
demographic
• Online and digital presence of
IBCs is lacking
• The ‘Makeup Party’ model is
outdated and unrelatable
opportunities • Communication force of
nationwide IBCs and their
respective network of
customers
• Digital promotions via social
media and mobile applications
• Cosmetic trends towards
organic/ environmentally
friendly products
• Rise of the eCommerce market
threats • Millennial women are using less
makeup on a daily basis
• Shifting landscape towards
online and digital medias
• Consumer brand loyalty to
existing brands
BRAND ANALYSIS

7. Mary Kay’s major competitors are skin care lines as represented by Olay and their Fresh Effects line, in-store shopping experiences as represented
research 06
COMPETITIVE ANALYSIS
by Sephora, low-cost cosemetic brands as represented by CoverGirl, and direct selling beauty companies as represented by Avon.
“Your Best Beautiful”
and
“Your No Filter Life”
Olay offers a range of skincare
products for everything from
dry skin, to anti-aging, to sun
protection. Olay has also
recently started marketing to
the 18 - 25 demographic with
its Fresh Effects products and
#nofilter campaign. These
products offer basic and easy
skin care and foundation
options that promise to keep
women looking young and fresh
despite their busy, hectic lives
and are a direct competitor to
the Botanical Effects line.
“The Beauty Authority”
Sephora stocks a range of
high-end beauty, skincare,
and hair products. They offer a
comfortable in-store experience
with highly trained staff who can
make recommendations and
give makeovers. Shoppers are
able to try samples, but hygiene
is often an issue. Sephora also
has a loyalty program that works
online and in store with special
promotions for holidays, client
birthdays, and company events.
“The Company for
Women”
Avon has existed as a direct
selling makeup company
for over 100 years, though
currently they have expanded
their product lines into fashion
and housewares. Avon has
engaged in specific targeted
marketing and advertising
for decades using celebrity
spokespeople, implementing
memorable slogans, and using
product placement in other
media. Their business model
closely resembles Mary Kay’s.
“Easy, Breezy,
Beautiful. Covergirl.”
Covergirl has engaged in
extensive print, television,
and online advertising that
features big-name celebrities
and successfully engages our
intended target market. Most
recently, its GirlsCan campaign,
which focuses on female
empowerment and self esteem,
has received very positive
feedback. The most appealing
attribute of Covergirl is that their
makeup line is extensive, while
remaining affordable, low-key,
and easily accessible in stores.

8. RESEARCH INSIGHTS
Through our quantitative survey and several focus groups,
we conclude that the target market regards Mary Kay as “old
fashioned”, “inconvenient”, and “something my mom would
use”. However, extensive sample testing showed that our
To the 18-25 year old, the Mary Kay brand
is outdated but of high quality.
target market finds the quality of Mary Kay products to be superior. Based upon product quality, 94% of
participants would purchase the brand again.
Millennials strongly identify with brands that demonstrate
a natural and organic use of makeup and beauty products.
Recent marketing efforts by Dove and Olay that feature models
with un-retouched appearances have been widely applauded
Quality skin care products are
an integral part of the personal
care routine.
by women. While our survey results show that 76% of Millennials applied makeup 5+ days a week,
further in-store observations and focus group data suggest that today’s fast-paced young adults opt for
a simpler, more natural everyday makeup routine.
07 insights
Through our quantitative survey and several focus groups, we conclude that
the target market regards Mary Kay as “old fashioned”, “inconvenient”, and
“something my mom would use”. However, extensive sample testing showed that
our target market finds the quality of Mary Kay products to be superior. Based
upon product quality, 94% of participants would purchase the brand again.
The preference for a more natural look in
advertising and cosmetics.

9. RESEARCH INSIGHTS
Failure to integrate digitally with
social media means that IBCs
cannot connect with key Millenial
influencers.
introdinuscitgiohnts 0082
As of July 2013, the average age of an IBC was 43 years old. It is increasingly difficult for older
generations to adapt to rapidly changing technology, especially social media
outlets. However, this is where our target market spends much of their time. The
average 18-25 woman uses multiple internet connected devices simultaneously
and spends 6.75 hours a month on Facebook.
Likewise, the rise of social and cultural influencers on social media means
that many Millennials are making purchase decisions based on feedback
they receive online. Therefore, IBCs who are not knowledgeable in the usage
of Facebook, Twitter, Instagram, and other social media outlets will be at a
disadvantage.
The Mary Kay house party has long served as the foundation of the company’s
sales and in building IBC/customer relationships. However focus group
participants reported that they had little interest in attending a makeup
house party because it seems outdated. Furthermore, our survey, found
only 17% of respondents would consider participating in a makeup house
party. However, our survey also showed that 44% of participants would be
comfortable learning makeup tips in a group setting, 42% of women said
they would love to have a “spa day” with friends, and 36% would be open to
receiving advice from an instructor. This shows that Millennials enjoy house party activities, but do not
necessarily want to attend an event titled “house party.”
Millennials like the concept of
a House Party, but not the
phrase “House Party”.

10. 09 the big idea
THE BIG IDEA
naturally BOLD
Perception
naturallyBOLD changes and updates the overall perception of Mary
Kay within our target market by creating a movement around beauty
that considers all aspects of a woman from inside and out.
Positioning
naturallyBOLD positions Mary Kay as a force to be reckoned with in
the digital, online, and social media arena. We aim to receive 250,000
App downloads in the 1st week, and 750,000 naturallyBOLD contest
participants from our target market, reach 1.5 million YouTube
followers, increase Twitter followers by 120,000, increase Facebook
Fan Page likes by 50%, and reach 75,000 followers on Instagram.
Purchasing
naturallyBOLD increases Mary Kay product consideration and
consequently also increases total sales within the female 18-25
target market by 10% average in annual sales revenue growth, and
increase Mary Kay’s online cosmetic market share by 2%.
campaign
objectives

11. CREATIVE BRIEF
the big idea 10
why naturallyBOLD?
naturallyBOLD describes a different kind of beauty than is typically lauded in fashion magazines and beauty industry advertisements.
NaturallyBOLD beauty comes from within and radiates outward, and can be enhanced with a touch of makeup. naturallyBOLD makes women
feel valued, not just for their looks but for who they are, and that is a core prinicple of the Mary Kay company, as well.
naturallyBOLD also describes the Mary Kay products we are positioning toward the target market. Millennials favor makeup with natural
pigments, products with natural ingredients, and brands that fit naturally into their lives. Mary Kay provides this experience through its
Botanicals line, which we showcase as completely free of fragrance and dyes, and packaged in recycled material. Once our target Market
trusts Mary Kay with natural skincare, we introduce them to the At Play line of makeup. This line allows women the flexibility of affordable
products and the freedom to experiment with natural colors during the day and splashes of color for a special occasion. At Play is also an
excellent way to introduce young women to the larger Mary Kay brand.
Project Pink Frame
As part of our naturallyBOLD campaign, we will unveil an initiative called Project Pink Frame. The pink frame is a common, unifying
factor thoughout the campagin. It serves as a symbol that highlights both the universal physical beauty of women around the world, and
the intangible achievements and personalities unique to every female.
Project Pink Frame will increase awareness and consideration for the Mary Kay brand and product by utilizing the concept of ghost
marketing which initially refrains from including company branding in any marketing or advertising efforts for the beginning portion of
the campaign. The intention is to create an aura of mystique and generate buzz. In doing so, Project Pink Frame reaches beyond the
preconceived notions of our target market, and can rebuild positive perceptions of Mary Kay.
Our ghosting campaign is twofold – it consists of a live in-person aspect, where users can pose and physically interact with life-size
pink picture frames. It also contains a series of print, online, mobile, and social media based ads that feature diverse women of all shapes,
sizes, and ethnicities posing inside pink picture frames. These models will not be Photoshopped. Instead, they will focus on how women
are beautiful and bold in their natural state, and do not need alteration to prove how good Mary Kay products make them look and feel.

12. project pink frame february - march
11 the campaign
PHASE ONE
ghosting
The ghosting portion of our campaign - Project Pink Frame, kicks
off in February. It includes erecting large 4’ x 6’ pink picture frames
in major foot-trafficked areas of large cities where members of our
target market reside in great numbers - New York City, Boston, Miami,
Dallas, Chicago, Denver, Las Vegas, and Los Angeles. There will be no
Mary Kay branding on these frames, but they will include the hashtag
#naturallyBOLD so that people can pose, upload their images to social
media, and build buzz.
In addition to life-size pink frames, pink frame decals are placed on
mirrors in women’s public restrooms in these eight cities. These mirror
frames serve as a reminder to the women who use them on a daily basis
to alter their appearance that they are beautiful and naturallyBOLD no
matter where they are or what they look like. The frames will also contain
mention of projectpinkframe.com and encourage women to visit the
website and interact with Project Pink Frame digitally.
The initial homepage of projectpinkframe.com includes a video describing the
empowering themes and ideas behind the project, a countdown to “the big reveal,”
and a link to a map that specifies the geographic locations of all the pink frames.

13. print ads
Print ads for Project Pink Frame are placed in several glossy magazines commonly read among our target market, such as Elle and
Seventeen, for the month of February. These ads feature women holding pink frames around themselves, and explain what makes them
naturallyBOLD while encouraging readers to go to projectpinkframe.com to learn more about the initiative.
internal campaign
Also in February, Mary Kay begins an
internal IBC social media training program
which further integrates social media outreach
into the direct selling model. IBCs are given
their own Facebook fan pages to manage after
they complete a series of online video lectures
about effective social media marketing and
several multiple-choice tests to benchmark
their progress throughout.
Upon completion of the course, the IBC
will also have unlocked a Social Media Expert
badge to be displayed on her page. As the
IBC completes other programs and rises to
different levels as an IBC, she will receive
more badges, like Color Expert, or Sales
Director.
During this training program, Mary Kay
also launches a contest that measures the
general reach and effectiveness of all Mary
Kay IBC Facebook Fan Pages. The woman
with the highest score every week will receive
an iPad to help her continue her online
marketing strategy. This internal campaign
and competition will continue through March
and April, ending on, May 12, Mary Kay Ash’s
the campaign 12

14. 13 the campaign
PHASE TWO the naturallyBOLD contest april - july
the big reveal
On April 5th, Mary Kay reveals itself
to be the driving force behind Project
Pink Frame. More print ads are featured
in popular glossy magazines, and are
posted on social media and websites
frequently visited by our target market.
such as Buzzfeed and Yelp. The ads,
along with our initiative’s website,
projectpinkframe.com, still focus on
Project Pink Frame, but also contain Mary
Kay branding so as to reintroduce the
brand and Mary Kay products back into
our target market’s consciousness.

15. the campaign 14
the contest
During the month of May, Mary Kay
announces their naturallyBOLD contest.
Through July 14, women ages 18 to 25 are
encouraged to submit pictures of themselves
posing with the life-size pink frames we erected
all over the country to various social media
sites - Facebook, Twitter, and Instagram, along
with a short description of what makes them
naturallyBOLD. Three winners will be chosen
and notified on July 31st. These winners will get
to participate in the rest of the naturallyBOLD
campaign as models in the advertising efforts.
Considering our targeted approach,
and the demographics that use these social
media sites most often, we expect that most
entrants will be between the ages of 18 and
25. While all women are encouraged to share
what makes them naturallyBOLD, rules listed
on projectpinkframe.com will specify that all
entrants must be between the ages of 18 and
25. Finalists must provide proof of age.
Similarly, since one of the main goals of this
contest is to increase Mary Kay’s social media
and online presence, entrants must follow Mary
Kay on the respective social media platform
on which they submit their entry, they must
use the #naturallyBOLD hashtag in their entry
description, and they must tag Mary Kay in the
description as well. Any entries that fail to do
this will be eliminated from the competition.
examples of possible contest entries via social media.

16. pink out and party august - september PHASE THREE
15 the campaign
On August 7th, Mary Kay draws the first part of the naturallyBOLD
campaign to a close with a Pink Out event in New York City. Held in
Union Square, the Pink Out event requires attendees to either wear all
pink, or make a $5 donation for admittance. All donations will be given
to the Mary Kay Ash Foundation that benefits causes like, like Love is
Respect and breast cancer research and support.
The Pink Out event features several out-door naturallyBOLD
activities, like zip lining, obstacle courses, relay races, and other
competitions. Pink frames will be situated around the event for photo
ops. Finally, the winners of the naturallyBOLD contest will be flown out to
the event and officially announced on stage.
Also at this time, Mary Kay will release an app and make it live and
downloadable to all Pink Out attendees and the general public. The
app, titled Kay at Play, has a game feature - Delivery Dash - that has
users race against the clock to complete orders of Mary Kay products
and deliver them to clients all over town. The game will help users to
learn more about Mary Kay products or locate an IBC who is in close
proximity. This app release is designed to propel Mary Kay into the
second part of the NaturallyBOLD campaign which is more product-focused
than brand-focused.
internal campaign
Internally, efforts to promote the
Mary Kay Experiences (formerly
“house parties”) will be supported
with IBC training material so that
they better understand how to
market these Experiences to a
younger generation that is wary
of salesmanship as manipulative,
and disengaged with a brand they
perceive as “old.” Print catalogues
and marketing suggestions will
be distributed from the corporate
offices that teach the IBC how
Millennials want to be related to,
talked to, and sold to. Each party is
specifically designed to fit different
segments of our target market and
cater to her needs which perfectly
complements Mary Kay’s core
value of making customers and
women feel valued and important.

17. the campaign 16
Our insights revealed that our target demographic enjoys house
party activities, like receiving personalized instruction and customized
products, but does not connect with the current language surrounding
the “house party.” Therefore Mary Kay will introduce three new Mary
Kay Experiences in September to take the place of the house party.
The Kay at Play Experience
This Experience is targeted towards our consumers who like to
use bold, colorful makeup to express their wild personalities or for a
fun night on the town. The IBC will mostly focus on color consultations
during the Experience, and will encourage customers to experiment
with different colors and looks, primarily from the At Play line. This
party will also be marketed toward young women who are looking
to get their makeup done for a special occasion, like the prom or a
sorority formal.
The naturallyBOLD Experience
This Experience targets our consumers who appreciate a healthy
the mary kay experience
skin care regimen and includes little to no color cosmetic instruction.
The IBC focuses on the customer’s skin needs, and skincare concerns
from sun damage, to products with natural ingredients. She also
conducts a class teaching young women who may not have much
experience in this area on how to take care of their skin adequately.
The Botanical Effects line is the main attraction of this Experience, and
the only cosmetic makeup instruction is the option for the customer to
receive a foundation match and sample.
The Pink Frame Experience
This Experience is targeted toward consumers who like to balance
skin care and natural makeup techniques in their daily routine. The
IBC will primarily focus on highlighting the customer’s best features by
walking the customer through the proper steps of a simple skin care
routine, and adding a touch of color from a neutral cosmetic palette.
A combination skin care and color consultation will take place at this
Experience, where Botanical Effects and the more neutral colors of
the At Play line are the main focus.
An example of the Mary Kay Experience
advertising on Mary Kay’s website homepage.
An example of promotional material distributed to
IBCs about Mary Kay Experiences.

18. PHASE FOUR naturallyBOLD revisited october - november
17 the campaign
October and November
advertising efforts include our
naturallyBOLD contest winners
in our branding efforts. Print and
online ads, as well as online
videos are created and released
which show these naturallyBOLD
women living out their dreams
and passions. These efforts will
seamlessly transform Project
Pink Frame from the PR stunt it
was during the ghosting period
into an achievable lifestyle that
celebrates women. The video ads
will cut back and forth between
the woman’s naturallyBOLD life
and how she uses Mary Kay
Botanical Effects and At Play
products to boost her confidence
and give her the power to face
whatever the day might throw her
way. The print ads will also feature
both aspects of the woman’s
day - getting ready using a Mary
Kay product, and remaining
naturallyBOLD throughout the
day.
In order to promote the new
Mary Kay Experiences, Mary Kay
also begins to target major beauty
influencers on YouTube during
these months by offering them a
free Mary Kay Experience of their
choice and Botanical Effects and
At Play products to try. In return,
the influencer is asked to review
the Mary Kay Experience and
products on her YouTube video
blog.

19. the campaign 18
naturallyBOLD contest winners
On October 5, 2015, the first set of print ads, each featuring one
of our three contest winners, is launched. The ads will consist of
our contest winner holding the pink frame so they are the center
of the picture. In the background and surrounding the picture
frame will be the reason why the contest winner is naturallyBOLD
based upon her social media submission. The ads will also
contain the geographic location from which the winner sent her
#naturallyBOLD contest submission, along with a short description
of what makes her naturallyBOLD, and her favorite Mary Kay
Botanical Effects or At Play products.
On November 2, 2015, a set of video ads featuring our contest
winners is released which showcase the winners’ goals and
achievements much like our print ads do. Footage will show how
the contest winner prepares to achieve her naturallyBOLD goals,
as well as how she prepares for their day using Mary Kay At Play
and Botanical Effects products. A voiceover will narrate the ads
and highlight the importance of how a good skincare and makeup
regimen can prepare you to confidently take on the day. The video
ads will specifically be positioned on websites commonly trafficked
by women ages 18 to 25, like Hulu.

20. PHASE FIVE naturallyBOLD new year december - january
19 the campaign
The final phase of our naturallyBOLD campaign continues brand and
product consideration into the New Year. This phase takes advantage
of the holiday spirit and gets people excited about the new Mary Kay
Experiences while reminding them to stay naturallyBOLD in the new
year. In celebration of a successful campaign and 2016, Mary Kay
hosts another Pink Out event, called a Pink Out Experience. These final
efforts will also be able to be integrated into whatever marketing or
advertising campaign Mary Kay decides to pursue for 2016.
invitation to the Pink Out Experience

21. the campaign 20
Mary Kay in 2016
As December approaches, Mary
Kay takes time to remember and
thank those who have committed to
being naturallyBOLD in 2015. Our
epic Pink Out Experience will be an
event to remember.
On December 12, 2015, the Pink
Out Experience takes place in a
warehouse decorated to look like a
house on the inside with all the rooms
being different shades of pink. The
event will be a true house party with
a DJ, dancing, and various activities
throughout. It further cements the
repositioning of the Mary Kay house
party as an Experience. During the
event, a video of all the memorable
moments of the naturallyBOLD
campaign will be premiered and
made available online.
On January 3, 2016, a billboard
featuring all the naturallyBOLD
contest winners together in one pink
frame is launched. Also on January
3, the final installment of Project Pink
Frame takes place. The life-size pink
frames will be replaced with large
chalkboards that invite passer-bys to
write their naturallyBOLD resolutions
on them and create a larger sense
of community dedicated to big,
naturallyBOLD changes. In order to
include everyone who has become
part of the naturallyBOLD family over
the past year, a digital chalkboard
becomes available on the Kay at Play
app and includes the option for users
to export images of their resolutions
to their social media profiles.

22. 21 the campaign
FOR THE FUTURE
Sample testing and focus group observations suggested that the packaging and
advertisements for the At Play line of makeup to be geared towards a younger audience
of pre-teens and teens. Participants also noted that color options in the cosmetic line were
too flashy and unrealistic for every-day wear, and they especially voiced concern that the
current logo looks like the America Online logo. One IBC revealed in an in depth interview
that she only sold neutral colors of the At Play line, if at all. Helix 305 suggests rebranding
the At Play line by introducing more neutral colors known to be extensively used by our
target market, and by creating a new logo and packaging that distances itself from other
known and established companies.
myers briggs
A core part of our research focused on psychographics
of different target markets based on Myers Briggs testing a
personality traits. We made several valuable conclusions which
could be used in campaign and IBC recruiting efforts:
• 65% of Women exhibit the “Feeling” attribute.
• ENTP Personality types prefer participating in “house
party” or Experience activities like learning makeup
tips from a professional, and receiving a one-on-one
customized makeup lesson.
• ESTP/ESFP Personality types are most likely to enjoy and
succeed in an independent direct selling position.
These insights would be very helpful if and when Mary Kay
decides to engage in hyper-targeted marketing techniques
within an integrated marketing campaign. It will allow them to
reach directly to people based on personality types instead of
broad demographics.
Mary Kay’s extremely successful
College Tour is a great opportunity to
continue to reach the target market
with naturallyBOLD and Project Pink
Frame. By erecting pink frames at
each college event and encouraging
participants to pose with them is an
organic way to tie the naturallyBOLD
theme into already existing events
and promotions while generating new
social media buzz.
At Play
college tour
ESTP: The Showman
Takes a pragmatic approach
Enjoys material comfort and
style
* Flexible & tolerant
* Focuses on the present
* Learns by doing
* Easily bored
* Unknowingly insensitive
ENTP: The Designer
Quick, alert, and outspoken
Resourceful in solving chal-lenging
problems
* Effective communication
* Laid back
* Innovative
* Easily bored
* Argumentative
ESFP: The Entertainer
Outgoing, friendly, accepting
Exuberant lovers of life and
people
* Works well with others
* Uses common sense
* Adaptable
* Long-term commitments
* Does not take criticism well
* Takes things personally

23. media strategy 22
MEDIA PLAN
ProjectPinkFrame.com - $60,000
The Microsite serves as a landing page that contains pertinent
information about the #naturallyBOLD campaign. It is a crucial
component to keeping anonymity during ghosting, but allows for ease
of changing the site to contain Mary Kay branding later on. The site
also funnels curious participants to different social media sites and
real-life events to further our campaign’s reach.
Mobile - $250,000
The Kay at Play app enhances both the IBC experience and the Mary
Kay product lines by turning them into a game and appealing to the
1.6 million members of our target market who own smartphones and
tablets and spend approximately 1.47 hours a day playing video
games and 6+ hours a day using smartphone applications.
Facebook - $1,000,000
Using a mix of promoted posts and cost-per-click advertising on
Facebook, Mary Kay can target key social influencers who will funnel
even more traffic to ProjectPinkFrame.com and can directly build
future brand awareness and engagement. In addition, the bulk of
the IBC training program will take place on Facebook since about
86% of our target market maintains profiles on the site. By the end of
the campaign, our comprehensive IBC training program and other
social media marketing efforts will increase Likes on IBC Facebook
Fan Pages by 50% and followers on Mary Kay’s Facebook page by
300,000.
Twitter - $500,000
Twitter advertising is used at the kick off of the ghost campaign with a
promoted trend of #naturallyBOLD which will create initial buzz, and
drive organic tweets. Further pushing of a series of link driven call to
action tweets to key influencers such as “have you been #naturallyBOLD
today?” will also increase brand and product awareness. Mary Kay’s
increased presence on Twitter will lead to 120,000 more followers by
the end of the campaign.
Instagram - $400,000
Through its extensive reach and use of sponsored images there is
huge potential in using Instagram as an advertising platform, especially
since 27% of Instagram users fall into our target market. Because it is
primarily image-based, Instagram is a great tool to keep the campaign
extremely interactive throughout the entirety of Project Pink Frame and
beyond. We expect to increase Mary Kay’s Instagram followers to
75,000, and to give the company prestige by being one of the first
organizations to advertise on the platform.
YouTube - $2,500
Mary Kay releases several online videos during the campaign,
including advertisements featuring our contest winners, and the
naturallyBOLD campaign video. These videos are also posted to Mary
Kay’s YouTube channel and cross-promoted and featured on other
Mary Kay spcial media platforms as well. For the ghosting portion of
the campaign, it is recommended that Mary Kay create and maintain
a separate Project Pink Frame YouTube channel, the content for which
can later be added to Mary Kay’s channel. We project we can increase
followers on YouTube by 1.5 million.
In addition, Mary Kay uses YouTube to find key Millennial influencers
who have popular beauty channels to try out and promote the new
Mary Kay Experiences, which will promote product lines such as At
Play and Botanical Effects by association. Impressions from these
influencer’s YouTube Channel are expected to be about 22 million.
NON TRADITIONAL / DIGITAL
The digital portion of the Media Plan outlines the creation and usage of organic content, as well as paid content, and
advertising which falls in line with our target market’s general distrust of traditional advertising methods.
Sources: Simmons One View, Quantcast, PM Digital, Pew Research Center

24. 23 media strategy
MEDIA PLAN
Pinterest- $400,000
With 20% of all Internet-enabled women active on Pinterest, integrating
Mary Kay’s social platforms primarily to Pinterest will allow Mary Kay to
harness the platform’s high conversion rate to sales. Distributing media
from the contest, actively participating in conversations with followers,
creating short pin board contests, promoting corporate participation
through secret boards on Pinterest ultimately grows brand awareness
and provides higher sales leads
Hulu - $475,800
Hulu reaches 5.2% of the U.S., which is 16.38 million unique viewers. Hulu is
a great platform for Mary Kay’s video ads because the age demographic of
18-25 watches most of their TV shows online on websites, such as Hulu. Mary
Kay’s video ads will have the potential to go viral, thus increasing its reach.
NON TRADITIONAL / DIGITAL
Pandora - $360,000
More than 50% of Pandora’s users are female, and more than 30% of
them are between the ages of 18 and 25. Placing targeted visual Project
Pink Frame and Mary Kay ads around Pandora’s online music player will
reach approximately 10,000,000 people, a majority of which are within
the target Millennial age group.
Buzzfeed - $92,000
A rapidly increasing viewership of 130 million unique views in November
2013 cements Buzzfeed’s status as a critical news source for the 18-
25 target market. By sponsoring specific, content driven articles within
Buzzfeed that are easily shared via social media and viewed on mobile
devices, Mary Kay can identify and connect with the average female
young adult who is driven by ongoing current issues in real-time.
Magazines - $1,156,770
Magazines were carefully chosen based on percent of target market
readership - InTouch, which has a weekly circulation of 800,000,Elle,
which has a monthly circulation of 1,128,186, and Seventeen, which
has a monthly circulation of 2,010,619. Though our campaign mostly
focuses on non-traditional and digital media, advertising in these types
of media gives our campaign an extra boost of reach and credibility.
TRADITIONAL
Billboards - $566,800
Not only is being featured on billboards an exciting incentive for our
contest winner, but they have a huge national reach with over 11 million
views form both drivers and pedestrians just in the last month of our
campaign.
Project Pink Frame - $4,236,120
Project Pink Frame occurs during the first six months of the campaign
and ends at the Pink Out event in the beginning of August. This ghost
marketing campaign is an innovative way to shatter old perceptions
and allow members of our target market a hands-on self-expressive ex-perience
with Mary Kay. 15 million people are expected to be exposed
to the pink frames in all eight cities combined.
naturallyBOLD Contest - $95,000
Costs associated with the naturallyBOLD contest include cost of video
and photo production. Impressions are included in print ad and bill-board
impressions.
PR & EVENTS
Pink Out event - $105,000
The Pink Out event in Union square is a huge naturallyBOLD event
composed of many physical and mental challenges, like zip lining
and obstacle courses. It is expected that with combined social media
outreach, 15 million people will interact digitally or in person with this
event.
Pink Out Experience - $22,000
The Pink Out Experience celebrates the launch of our new Mary Kay
“house party” and celebrates all of naturallyBOLD’s success in a
true house party environment - complete with a DJ and dancing. We
project 15 million people will interact digitally or in person with this
event.

25. media strategy 24
MEDIA SCHEDULE

26. Concept Testing Concurrent Testing
25 evaluation
Helix305 tested the naturallyBOLD campaign
themes and ideas by erecting a life-size pink frame in
a local public area and waiting to observe responses.
Even in an under-trafficked area, the frame attracted
eight women in thirty minutes time. We conducted a
series of in-depth interviews with the 18 - 25 year-old
women who posed with the frame, as well as other
women who had not been previously exposed to the
campaign ideas. Responses (demonstrated left) were
overwhelmingly positive and reinforced or campaign
strategy of creating positive perception and increasing
brand and product consideration.
“I would definitely pose
in front of the pink frame
again! It’s a novel idea that
could create a fun memory
with me and my girlfriends.”
“Make-up is just another
fun way to express
yourself, and highlight the
things that make you, you.
naturallyBOLD does a great
job expressing that.”
“This is really relatable. I
especially like the fact that
it includes regular women in
the advertising.”
“I always thought of Mary
Kay as solely for older
women because I’ve heard
my aunts talking about it
a lot, but I’ve never heard
about it from [members
of] our generation. This is
definitely an interesting way
to bring an “older” company
to the attention of a younger
generation.”
Objective: Perception
To ensure that our campaign is well-received by
our target market, Helix305 will conduct concurrent
benchmark testing and evaluations quarterly during
the campaign. Concurrent benchmark testing will
include targeted email and social media surveys
every three months. The surveys will include
questions about perception of the Mary Kay brand.
Objective: Positioning
In order to benchmark position of the Mary Kay
brand in relation to product recall and compared to
Mary Kay competitors, extensive tracking of social
media traffic, followers, and likes will ensure that we
are on target for total increase in social media traffic
by the end of the campaign. Click through rate,
interaction with rich display media, and number of
app downloads will also be tracked.
Objective: Purchasing
Evaluation of consumer purchasing habits will in-clude
monitoring quarterly growth of category sales,
especially in the Botanical Effects and At Play lines,
analyzing market share, IBC recruitment of women
within our target market.

27. Helix305
is a New
York based
advertising and
public relations
firm. Our team
creates innovative and
creative results-oriented
campaigns that connect
with the intended target
market in a meaningful
and memorable
way.
credits 26
special thanks
Amanda Bentley
Jenna Braben
Amy Butenhof
Audrey Collins
Kelly Corcoran
Meghan D’Amico
Cristina DiCocco
Sarah El-Sayed
Amanda Filchock
Erica Forthman
Ashley Guckert
Julia Hahn
Holly Haynes
Neha Illiparambil
Priyanka Jaisanghani
Christina Locurto
Jordyn Mayerhofer
Ashley Mungiguerra
Lena Nash
Frankie Occino
Manpreet Singh
Kendra Sciortino
Julie Villumsen
Thuraia White
Taylor Wilson
The Plant Department
Volik Belikow
Zach Caputo
Joe Champey
Leland Chen
Diana DiCocco
Zach Jaffe
Lauren Mansley
Jen McPhail
Alex Pirrone
The Team
advisors
Rick T. Wilson Linda Evans