BRIEF
Develop an integrated marketing campaign for a product from an existing beauty brand that attracts a new consumer segment, re-engages existing customers, and drives market growth. Map a detailed customer journey addressing awareness, consideration, conversion, loyalty, and advocacy that employs a mix of marketing levers, including digital, social, and ooh. Define KPIs to measure the success of these marketing initiatives. The final deliverable is a 360-degree campaign that captures attention across channels, reinforces brand identity through compelling storytelling, and guides consumers through each stage of the journey with clear, cohesive, and engaging touchpoints.
ABOUT MERIT
Merit is a modern, minimalist beauty brand simplifying what it takes to get ready by creating well-edited essentials that help you do more with less. Described as “makeup you can live in” Merit creates impossible-to-mess-up products designed to meet the reality of your everyday routine.
CURRENT
CONSUMER PROFILE
Meet Jenna Harrington, a 36 year old marketing director for a sustainable fashion brand and mom of 1, living in Brooklyn New York. Jenna balances her busy life by working a hybrid schedule, pursuing her wellness goals, and staying up-to-date on current lifestyle trends.
When it comes to beauty, Jenna prefers a curated selection of well-loved products over a bathroom cabinet filled with options. Her makeup routine must last under 5 minutes, so she willingly invests in high-quality “hero products” that serve dual functions. Jenna gravitates toward a natural, lived-in makeup look that carries her from school drop-off to happy hour.
DESIRED
CONSUMER PROFILE
Meet Lisa Cartwright, a 52 year old healthcare executive and mom of 2 college-aged kids, living in Boston Massachusetts. Lisa balances her demanding career with caring for her aging parents, managing occasional networking events, and staying active with her twice-weekly Pilates classes.
When it comes to beauty, Lisa prefers targeted, multi- benefit products that suit her mature skin concerns over trendy, short-lived solutions. Her makeup routine must be unfussy yet polished, so she willingly invests in high-quality
formulations that offer both skincare benefits and comfortable wear throughout her day.
AWARENESS
Position Merit as the go-to brand for age-inclusive beauty products by targeting Gen X women with intentional visuals and messaging through print, OOH, and social ads.
CONSIDERATION
Educate Gen X women on the USP of the Minimalist Perfecting Complexion Stick and direct them to shop their shade online.
CONVERSION
Optimize landing pages to increase conversion by reducing the number of steps from landing to checkout. Incorporate campaign visuals by featuring models in diverse skin tones and age ranges.
LOYALTY
Foster ongoing relationships and leverage platforms where Gen X actively engages by launching a Facebook group where Gen Xers can connect by sharing their experiences with Merit products and their personal beauty stories.
ADVOCACY
Empower Gen X customers to share their beauty stories by leveraging and encouraging Gen X UGC featuring their use of the Minimalist Perfecting Complexion Stick.
