Advertising objectives: let the public through the make-up art works cognitive Marykay, also spread Marykay international high-end fashion brand image.

Strategy: the continuation of Marykay make-up painted highlights cross-border concept, inviting well-known artists, celebrities with Marykay make-up paint, O2O integrated marketing.

Innovation points: transfer positive energy with color, for the first time in China to show fashion art cross-border public beautiful color banquet

The advertising effect: activities are around the country of the recognition and praise, and held in 2014 October in the Great Wall China Advertising Awards, won the 2014 China Advertising Awards gold the Great Wall marketing communication.

Direct reporting network December 23rd news [] (people.com.cn) in April 12, 2014, the main battlefield in Shanghai fashion week -- Shanghai new world staged a fashion cross-bordercharity extravaganza, emerging artists and fashion stars with their Transboundary works of art,to love, Marykay outstandingly beautiful transboundary scene, with creative make-up painting works, pass on their "love and gratitude" to the heart. As Shanghai fashion week, the firstcharity creative activities, "Marykay love, good beautiful cross not only attracted coverage from across dozens of media; on the day of the transboundary exhibition is attracted nearly a millionvisitors, many netizens fans, even specifically from the field come to.

Inspiration: a world record breaking creative storm

In 2013 August, for the fifty anniversary of the brand, Marykay orchestrated a There was no parallel in history. creative activities -- invited 10 artists, with more than 3500 pieces of Marykaycosmetics, common completion of a "a special for the" world's largest cosmetics painting,challenge the world record. Finally, this piece of make-up giant not only successfully broke a Guinness world record, also became the artistic fashion once indulge in elaborating on the topic.

Marykay love, good beautiful transboundary Festival is a continuation of the "make-up painting" the creative idea, the use of make-up painting form, is not only a combination of fashion make-up brand characteristics, more interesting expression, also let art became more populist. InMarykay love, good beautiful transboundary Festival early, the activity is initiated many stars and celebrities, the completion of a "love and gratitude" as the theme of the make-up painting creation. New artists Song Yang, Chen Xingzhou, star entertainer Qiao Renliang, Myov of president of big China area Marykay leans the sentiment to participate, art collision Tianmaaction, the achievements of creative DNA Marykay love, good beautiful unique transboundaryceremony.

Cross border public: unique taste of charity Festival

Brand to do public service, not surprising. But how to make the brand commonweal activitiesbeyond the traditional framework, do more personality and characteristics? Marykay love, goodcross-border festival opens up a new thinking -- through fashion, art, public service chain.Activities not only initiated the artist, star, celebrities make-up painting creation, these celebrity masterpieces will be to the charity auction in the form of Shanghai Song Qingling foundation for collecting donations, thus these creative paintings into public productivity and effective. Public welfare and fashionable crossover, fashion so much meaning, but also to let the public morefun.

Seize the chance: 020 event marketing

Brand marketing also speak "day". MaryKay "love? Excellent" transboundary Festival selectioninitiated during the Shanghai fashion week, cleverly borrowing strength of Shanghai fashion week this "day", make the communication volume and the influence of the natural upgrade.

In addition, interactive communication step by step, but also to the effective role in thecampaign for the transboundary feast up. In order to better promote the MaryKay "love?Excellent" transboundary ceremony, Netease launched beautiful cross-border activities, weekly update of transboundary Daren make-up painting paintings and attach the story behind theintroduction and creation records VCR. Users can track crossover art works in front of and behind the scenes story creation not only in special activities, but also in the special page breakart puzzle games, experience the "crossover artist" and celebrity intimate interaction...... A series of interaction triggered unprecedented response in the SNS community, but also for theoffline activities landing lay a good groundwork.

Media integration: Marketing Executive Trilogy

In order to the effect of activity intensified, MaryKay skillfully use the advantage of various media, fragmented media effective integration of the three stage:

The first stage, the prophase preheating. Through the network, mobile network, video, SNS,MaryKay (MaryKay media website and order network, InsideMK staff, monthly meeting, MaryKayofficial micro, MaryKay volunteers micro blog, micro letter) and other media are cross platform,multimedia communication; combination of advertising, press releases, celebrity publicitypainting documentary VCR, artist Broker's Firm official channels fans, artists speculation,Shanghai fashion week 2014 official activities such as a way of implantation activitiespreheating; invite government officials, charitable organizations, artists, lucky netizen linefashion cross-border ceremony. Netizen participation enthusiasm, sign up eagerly, far exceeding the number of plan.

The second stage, the media reported the line. Transboundary ceremony the same day, from across the country well-known print, television, network, video media reporters contacted actively and participate in activities report. Festival site, Shanghai Jingan District government leadership, MaryKay president and senior, Netease fashion channel editor in chief, Shanghai Song Qingling foundation leadership, the leadership of Shanghai fashion week, Shanghai new world leader, the United Nations Development Programme guests join; the country love fashion,love public personage branch gathered, the atmosphere was very lively.

The third stage, late hot continuation. After the ceremony, Netease woman channel makingspecial month long follow-up continued hot promotion, then the national each big plane,television, network, video media, the SNS community have reported cross-border festivalinformation, causes netizen two spread, making another round of communication topic.▲

(original title: marketing: Marykay color transfer positive energy)

(Editor: Xiaohong)