Mary Kay has been around for decades, traditionally associated with older women and even older selling practices. Our opportunity was to generate awareness for Gen Z and reframe the legacy brand as a side hustle for modern times. To get their attention, we addressed misconceptions about the brand head on in a very pink, very fun social campaign that increased their Gen Z following by 65% in the first month alone. Our character, iconically named Miss Conceptions, spilled the tea and served just the right amount of realness to break through to a hard-to-reach audience.
Our campaign ran from September to Decemeber across paid and organic social. The MaryKayUS social accounts gained +17.8K followers, and our content garnered 11MM+ impressions, 132k engagements and had an average engagement rate of 4.3%.
Unsurprisingly for the demographic, TikTok had the highest engagement rate across channels; and 50% of new followers during campaign launch were Next Gen.