Mary Kay, America's best selling brand appointed Blazinstar to conceptualise and execute a strategic, targeted, Experiential marketing Campaign tailored to reach out to their core target audience of 30+ females.
Blazinstar Experiential created and implemented Cardiff's first ever pop up shop along with tailored digital amplification to raise the profile of Mary Kay and to generate WOM and stand out in the UK market.
The eye-catching Mary Kay pop up shop dressed in a giant bow was created and filled with a life size Mary kay make up prop replica furniture, and there were various interactive zones that included an immersive series of brand building activities; A 'Make Up Artist and Beauty Consultant Makeover zone', a 'Virtual makeover zone a 'Satin Hands Experience' and a 'Kiss Personality Test'. Giveaways included delicious Mary Kay branded cup cakes, served with pink lemonade, and a Mary Kay goody bag. Participants were given the chance to fully immerse themselves in the Mary Kay experience.
Blazinstar Experiential initialised Digital and PR as amplification channels to amplify and to extend the reach of the Live Brand Experience content. Participants that had a photograph taken of their makeover transformation could be found post campaign on the Mary Kay micro-site. In addition participants had the chance to win £500.00 worth of mary Kay product, by simply uploading their photographs onto the Mary kay Facebook where friends and family could vote for their favourite makeover.
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