2014 - Mary Kay

Challenge: Develop a $10 million dollar, national, fully integrated marketing campaign to run from February 2015 to February 2016. The focus of the campaign being Mary Kay, a direct seller of beauty products, and being directed towards millennial women 18-25 years old designed to increase consideration and perception of the Mary Kay brand and increase market share.
- Target: 18-25 year old women
- Timing: February 2015-2016
- Budget: $10 million
- Tagline: Mary Kay, Your Key to Beauty.

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Business Goals and Objectives: Create an integrated campaign that fosters a favorable and relatable perception of Mary Kay by millennial women, 18-25, by increasing awareness of and consideration for Mary Kay’s products and the personalized beauty advice provided by over 500 thousand independent beauty consultants (IBC’s) that sell those products.
- Increase engagement
- Increase brand loyalty
- Increase market share among women 18-25
- Increase interest in becoming an Independent Beauty Consultant