Client: Mary Kay
Situation: Mary Kay is a brand that has been around for more than 50 years and is a company that sells beauty products as well as it's core values. Our goal was to create an integrated campaign that focuses heavily on social media and targets 18-25 year olds. We found through our research that our target wants a brand of quality and value, however, they were unfamiliar and not receptive to the concept of the direct selling method in which Mary Kay operates. We discovered that the disconnect between the brand and the target was that the target felt Mary Kay was a brand that their mothers would use. Our challenge was to create a campaign that lessened the resistance the target felt toward the direct selling method and help them to focus on the quality and values of the Mary Kay brand.
My role: member of the creative team
Solution: Our campaign increases brand awareness, positive perception and purchase intention by communicating to the target that Mary Kay wants women to embody a classic, timeless look that is unique to their own personal style. We needed to change the targets current perception of the brand being old and help them to realize the classic nature of Mary Kay. Through the use of 7 research methods and acquiring 871 total research impressions we found that one of the challenges was getting the target to attend the Mary Kay parties along with reversing their poor brand perception. We created the campaign Redefine Classic, Rediscover Mary Kay. The campaign transforms the current image of Mary Kay by drawing inspiration from classic time periods. Through traditional and unconventional advertising we plan to change our targets perception and help them to redefine their own classic and rediscover Mary Kay.
As a member of the creative team, I was involved in collaboration upon development of our initial message, creative execution, commercials, creation of mock ups for the book and assisted in development of the presentation design. I was selected among five other classmates to represent LSU as a presenter at the district NSAC competition where we received 2nd place for our overall campaign and presentation.