Mary Kay's Client Acquisition Tactic Gets a Makeover - Event Marketer

Mary Kay’s Client Acquisition Tactic Gets a Makeover

Mary Kay Makeover ETA 2014
Brand: MARY KAY
Agency: BESTBUZZ
Awards: EVENT TECHNOLOGY AWARDS — BEST DIGITAL+LIVE CAMPAIGN (B-TO-B)
Year: 2014

The Mary Kay Makeover Day was the key digital experience during the Mary Kay Leadership Conference that encouraged Mary Kay Consultants to commit to hosting a party during Mary Kay Makeover Day 2014. It was set up to leverage and gather data that will help Mary Kay Consultants acquire new customers and provide consultants with a new channel for customer acquisition using digital platforms and emerging technology.

During the event on March 8, celebrity makeup artists worked with professional models using current and new Mary Kay products. The event was a vehicle to launch new lines of Mary Kay makeup, and to celebrate International Women’s Day. Hosted at Mary Kay headquarters in Addison, Texas, several hundred Mary Kay Independent Beauty Consultants attended. The event was also streamed live to more than 11,000 hosted Makeover Parties, allowing participants to follow along with the celebrity makeup artists and perform 58,808 makeovers. This set a new record, surpassing the previous record by over 30 percent.

By using geo-location technology, new potential clients were able to easily locate the nearest hosted Makeover Day party so they could participate in the Makeover Day as well as visualize the scope and scale of the event on a map, encouraging them to share and invite others to participate. Being able to see all of the activity surrounding the event across the U.S. and Canada greatly increased participation.

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