Mary Kay Empowers Female Entrepreneurs with I Can

Using real people and their stories, the Mary Kay push captures the brand’s values and entails digital, broadcast, outdoor, and print ads.

Mary Kay has launched an advertising campaign titled I Can, which was for the first time created in collaboration with its independent beauty consultants. Using real people and their stories, the push builds on the brand’s values and was started by seeding the hashtag #MyMKLife in 2015.

The co-created initiative was developed with stories from the hashtag and activated over the summer, with a ‘social-first’ strategy amplified by paid media to generate additional engagement. A multi-platform marketing effort, it includes digital, broadcast, outdoor, and print placements.

Said platform took shape as Mary Kay entrepreneurs shared inspirational stories and quotes which illustrated how the business has positively impacted their lives by allowing them to be themselves, make a difference instead of just an income, and serve as a good example to their children.

Upon activation, more than 500 women were photographed and interviewed during the group’s annual seminar in Dallas, participating as the fresh faces of the campaign. The first TVC will reach over two million viewers during the sixth episode of the fifteenth season of Project Runway.

Since its release, the exercise has garnered major results including 43.8 million impressions and 1.2 million engagements across social media, and 40,000 uses of the I Can custom photo filter. The outcome demonstrates a strong adoption rate of the campaign by American consumers.

“The campaign gave us the chance to showcase, at the national level, the heart of the brand—our independent sales force. These inspirational women of all walks of life chose the business for many different reasons,” said Sara Friedman, Vice President of U.S. Marketing for Mary Kay.