Giving Millennials the content they craved.
Mary Kay wanted to reach millennials with a new microsite developed specifically for them. The goal was to expose new users to the brand, test new technologies, and use CRM to personalize the experience. From branding to concept, content strategy to copywriting and creative direction, I worked with Mary Kay’s in-house designers and Navigation Arts to create a website that was so interactive, it was more like a movement.
From video to behind-the-scenes model interviews, quizzes to contests, we created an integrated social campaign that went far beyond the website. All of it spoke to millennials while retaining the original brand. While there are plenty of opportunities to interact, there’s also a great sense of community. And that’s what Mary Kay is all about.
“I’ve worked with Kari for over fifteen years, and from branding, new global taglines, and identities to from-scratch websites, product naming, global TV campaigns, social, and more, Kari truly grasps what’s going on in the world and the digital space, and then merges it with a strong voice. Kari brings innovation, enthusiasm, great concepts, and copy to projects that are always surprising, positive, and on-strategy. I’d recommend her to anyone, for just about anything. She’s that good.”
– Susan White, Creative Director, Mary Kay
Role: Creative Director, Copywriter, Verbal Identity Specialist, Content Strategist
I worked with Mary Kay in almost every medium for over a decade. From naming skincare, limited-edition color lines, fragrances, and mascaras to creating positioning, brand narratives, and digital and global campaigns for dozens of products, my work with Mary Kay crossed departments and projects. I became a valued resource, helping Mary Kay bring the brand to life for multiple audiences, worldwide.