Case Study Three - Elevating a Heritage Brand

CHALLENGE:

Mary Kay has been in existence for nearly 60 years with a core mission of enriching the lives of women through positive community impact, rewarding opportunity, and irresistible products. The brand and mml pr recognized opportunity to foster stronger relationships with key media to garner increased positive coverage on innovative products and brand initiatives to keep Mary Kay top of mind for both press and consumers.

EXECUTION:

mml PR conceptualized an immersive brand trip, annualized in 2016, to invite top tier short lead and long lead editors to the beautiful Blackberry Farm in the Smoky Mountains of Tennessee. The location complements Mary Kay's southern roots and timeless approach while providing ample opportunity to share product launches, feature brand executives and ambassadors, and underscore the brand's rich heritage in a memorable setting.

RESULTS:

Anecdotally, the annual trip is the talk of the town and "a beauty editor's rite of passage" to those who attend. Profile pieces for brand executives have been born over cocktail parties, and 100% of outlets have eagerly returned YoY. A recent trip garnered 317M impressions and $1.7M ROI.