1. Media Plan Proposal
Team 1:
JingfeiWu
EvelynYeung
Megan LaFleche
Ari Berkowitz

2. Agenda
01 Campaign Brief
02 Brand & Objectives
03 Competitors & Industry
04 Target Overview
05 Key Insight & Strategy Overview
06 Budget Allocation & Flowchart
07 Media Channel Allocation - Partner Details & StrategicApproach
08 Measurement Details
09 Next Steps
10 Appendix
2

3. Background &
Insights

4. Campaign Brief
Maybelline is launching a new lipstick line and
needs to create awareness
Target: Millennials W18-34
Budget: $200 MM
Flight Dates: Sept 1st – Dec 31st
Campaign Objectives
#1 Spreading awareness of Maybelline’s new lipstick line
#2 Increasing traffic on Maybelline’s website and in-store
Markets: National
4

5. Background & Objectives
5
• To offer innovative, accessible, and
effortless cosmetics for every woman by
combining technologically advanced
formulations with on-trend expertise
and NYC edge
• Urban, Driven, NYC styled
• Empowers women all over the world to
express their personal “it” factor
Campaign ObjectivesBrand Objectives
• Spreading awareness of Maybelline’s
new lipstick line
• Increasing traffic on Maybelline’s
website and in-store

6. Prestige Mass
Niche
6

7. CompetitiveAnalysis
 Mascara “Matchmaker”
Find your lash on the Revlon site
 Million Dollar Challenge
#LOVEISON- Online fundraising
competition to inspire compassion and
ignite the spirit of giving for important
women’s health causes
Make-upArtist Endorsements
MAC’s own artists featured on brand’s site
#MACLipADay
#ShowYourSwatch- Hashtag used on
twitter to encourage followers to post
their shade of lipstick
Katy Kat
Katy Perry endorsed products- matte
lipstick and mascara
BeautyU Make-upApp
Personalized app that allows users to
interact and find shades before buying
7
Sources: Revlon, MAC and CoverGirl’s official website

8. IndustryTrends
Live streaming video
Social commerce
Live/social blending
OTT revolution
Mobile Apps
Hispanic Millennials
Sources: SproutSocial & Strategy&

9. Female
Millennials
9
Sources: Millennial Marketing & 2015 GfK MRI Doublebase
“Being able to customize an item makes me more willing to purchase it”
“I buy brands that reflect my style”
“Having freedom of action and
thought is very important to me”
“I dress more to please myself
than to please others”
“I like to share my opinions about
products and services by posting
reviews and ratings online”
“People often come to me for
advice before making a purchase”
Expression of themselves

10. Key Insights
Maybelline lipsticks offer their customers the most personal purchasing
experience that is accomplished by perfect customization.
There’s been an explosion of new lipstick lines, but Maybelline lipsticks
are leading the way in providing their customers the most possibilities to
customize and make it their own.
Customization has become the gold that helps customers make the
purchase.
She stays updated about new beauty products from various media
platforms, and seeks recommendations on social media.
She is confident about her fashion style, buys a lot of beauty products,
and always wants the perfect fit.
Competition
/Category
Brand
Culture
Media
Consumer
10

11. Media Channel Allocation
Strategic Overview & Channel Breakdown

12. Strategy Overview
#MeByMaybelline
 In-store beauty experts help women find their perfect shade of lipstick
 Maybelline Beauty Bus travelling across the country
 Work with celebrities and local influencers to create popularity among targets
 Inspire targets post their Maybelline customizing experience on social media
 Maybelline hosted parties during the holiday season
Personalization
Conveys key benefit of customized line with options for any consumers
 Ads on TV, print, search engines, digital and social to announce the launch of our
products and upcoming events.
Stage 1 - General Awareness
Sep. 1 - Nov.24
Stage 2 - MONTH OF MAYBELLINE
Nov. 24- Dec. 24
12

13. Digital 62,026,000$
Print 12,807,000$
Search 9,298,000$
Social 60,729,000$
TV 30,390,000$
OOH 24,750,000$
Digital
31%
Print
6% Search
3%Social
30%
TV
15%
OOH
15%
MAYBELLINE BUDGET
13 Total net budget = $200MM

14. Flowchart
14
Month
Week of 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26
TV 30,390,000$
PRINT 12,807,000$
OOH 28,998,000$
DIGITAL 62,026,000$
SOCIAL 60,729,000$
SEARCH 5,050,000$
TOTAL 200,000,000$
Budget
DecNovOctSept

15. TV
15
TV Budget Impressions GRPs Flight dates
Television Ads $25,453,000 299,358,229 829
Sept. - Dec.
Program
Sponsorship
$4,937,000 64,358,325 178
Source:Commspoint MRI 2016
Goal • Building brand awareness and gaining attention of a
broad audience
TV Ads
Strategy
• TV ads will be strategically aired by daypart in each
network of our target audience’s most frequently
watchedTV channels to raise awareness for our
product as they watch their favorite shows
Program
Sponsorship
Strategy
• Through sponsoring popular programs and
incorporating product placement with the Branded
Entertainment Network (BEN) into the shows, we will
be able to endorse our product in a space that does not
typically have advertising
• Shows will include Orange is the New Black and
Transparent
Daypart Network % of Budget
Prime ABC, CW 30%
Syndication ABC Family 25%
Cable BRAVO, MTV 25%
Expanded
Prime Cable
Food
Network,TBS
15%
Hispanic Univision 5%

16. Print
16
Magazine Budget Impressions GRPs Flight dates
Cosmopolitan $3,598,000
244,693,221 678
Oct.- Dec.
Glamour $3,170,000 Oct.- Dec.
Vogue $1,679,300 Sept.- Dec.
Seventeen $1,663,400 Oct.- Dec.
People $2,696,300 Nov.- Dec.
Goal • Retaining positive brand perception with previous consumers
and engaging within a highly personalized market
Strategy
• Utilizing personalized magazines that the consumer regularly
engages with, they will not only trust the source, but also align
with the content they read
• Reach target audience within content-specific platforms they
already read
Insertions
• 3 four-color, full-page ads in each edition of Cosmopolitan,
Glamour,Vogue, Seventeen
• 2 four-color, half-page ads in each edition of People for 5 weeks
(Month of Maybelline)
Sources: Commspoint and respective media kits

17. Paid Search
17
Goal: Connect people looking for
information on new cosmetics,
specifically lipsticks, with
Maybelline products
Increase awareness of Maybelline brand
and products in the search space
Reach information seekers when they are
most receptive while searching on the
internet
A more detailed search strategy plan will
be provided separately

18. Content Amplification
18
Goal: Place Maybelline content
and advertisements in front of a
targeted audience
Increase awareness of Maybelline
products among those with an interest in
cosmetics /beauty
Display specific content as recommended
posts for users to learn more
Serve video pre-roll ads to the appropriate
audience to increase engagement

19. Paid Search & Content Amplification Breakdown
Partner Approximate
Budget
Impressions Avg.
CPC/CPV
Flight Dates
Google $500,000
273,000,000
$0.15
Sept. - Dec.
Bing $200,000 $0.09
Channel Factory $3,000,000 $0.10
Taboola $750,000 $0.30
Outbrain $600,000 $0.30
TOTAL $5,050,000
19

20. Digital Strategy
• Dominate in millennial share of time spent
• Addressable audiences
• Precise targeting
• #1 destination in time spent on mobile
• Unique ad solutions that drive audience
engagement
Display &Video
Desktop: Banner &
Skin
Mobile: Store Locator
– Lead customers to
come to our store and
experience the unique
customization
Interactive Page
20
Hulu for Hispanic Custom Content
 Millennial and mobile driven
 High video viewership
 Popular Hulu Latino content
 Effective promotion and story units
 High social media sharing rates
Sources: comScore & Publishers’ websites

21. Online Display Budget Impressions GRPs Flight Dates
Mobile $19,010,000 878,051,378 2638
Sept - Dec
Desktop $17,936,000 952,365,732 1802
Total $36,946,000 1,830,417,110 4,440
Digital – Display &Video
Online Video Budget Impressions GRPs Flight Dates
Mobile $ 17,165,000 579,942,006 1,550
Sept - Dec
Desktop $ 7,916,000 221,212,658 813
Total $25,091,000 801,154,664 2,363
Online Display: Capture mass awareness, remarket/retarget to
increase web traffic
OnlineVideo: Drive direct conversion rate by launching innovative
and interactive content
21
Sources: Commspoint & comScore

22. Social
22
Goal: Increase awareness of Maybelline’s
new product line, engage with
consumers, and drive traffic both in-store
and online.
“Always on” approach to Facebook &
Instagram boosts awareness. Front-load
awareness campaign in Sept. & Oct.
Retarget users for lower purchase funnel
actions on Facebook & Pinterest via dark posts,
driving more traffic to site
UseTwitter & Snapchat for live/social blending;
create customYouTube content around events
& influencers

23. Social
23
Facebook Instagram YouTube Snapchat Twitter Pinterest
Budget $27,043,000 $22,146,000 $7,000,000 $2,540,000 $2,000,000
Impressions 2,685,475,622 679,752,425 947,021,247
Strategy • Personal
experiences
• What
consumers
are most
passionate
about
• Visually -
engaging
experience
• Real-world
moments
• Partner w/
influencers
• Stories &
how-tos
• Custom
OOH &
influencer
content
• Introduce
consumers
to brand in
engaging
fashion
• Branded tie-
in to live
events
• Raise
awareness
of events
• Relevant &
newsy
stories
• Be part of
the dialogue
• Inspire users
• Show ways
Maybelline
lipstick
makes it all
possible.
Ad Units Photo, Canvas,
Carousel,
Video, 360
Photo,
Carousel, Video
Pre-roll,
banner, custom
content
Snap ads,
sponsored lens,
sponsored
geofilters
Purchased
trends,
hashtags,
custom emojis
Promoted,
cinematic &
buyable pins
Source:Commspoint

24. OOH
24
Goal: Create engaging live experiences &
event partnerships that increase
awareness, drive traffic, and influence
consumer perception of brand
Millennials would rather spend their money on
experiences than things
Sponsoring events makes consumers trust &
recommend brand
In-store activation & branded bus increases
awareness, drives traffic & creates a lasting
brand perception
Sources: Forbes & Pandora

25. OOH
25
Event
Sponsorship
Event & Holiday
Parties
Target Activation Beauty Bus
Budget $5,000,000 $10,498,000 $12,500,000 $1,000,000
Flight Dates 8/28, 9/8-9/15, 9/18,
11/20, 1/8/17
9/10, 10/31, 12/25, 12/31 6 weekends between
11/23 & 1/1/17
11/24-12/24
Location Various NY & LA National (1 store in
each of the top-50
metro areas)
National
Details • Exclusive makeup
sponsor
• TV spots, red
carpet/celebrity
access, branded
step-and-repeats,
social media
partnerships,
behind-the-scenes
content for social
• Christmas & New
Year’s include
special access for
sweepstakes
winners
• Partner with
Pandora to attract
top music talent
• Live-stream event,
repurpose content
for social
• Beauticians, step-
and-repeat with
upload station to
social, lipstick
giveaway
• Participants will be
entered in
sweepstakes to
attend holiday
parties
• Closed-top double
decker bus
• Beauticians, film
production crew,
step-and repeat
with upload station
to social, lipstick
giveaway

26. Measurement Indicators
Channel Measurement
TV GRPs, Reach
Print Reach
Search CPC,VCR
Digital Reach, CPC,VCR
Social ER, CTR
OOH Foot traffic in stores and on website
26

27. Timing and Next Steps
 LOP to provide feedback on plan by 8/4
 MEC to provide revised/final flowchart by 8/5
 LOP to provide final approval by 8/9
 MEC to provide CMA by 8/11
 LOP to provide signed CMA by 8/15
 Campaign to launch 9/1
27

28. Thank you!

29. Appendix

30. MediaQuintiles
30

31. eMarketer
31

32. eMarketer
• Influencer marketing in
beauty advertiser
category has the
highest social media
engagement rate
32

33. comScore
•Top popular networks among targets
33

34. Flowchart
34
Maybelline Flowchart
Month
Week of 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26
TV
Prime- ABC, CW -
Syndication- ABC Family -
Cable- BRAVO, MTV -
Expanded Prime Cable- Food Network, TBS -
Hispanic- Estrella, Univision, Telemundo -
Program Sponsorship 178 64,358,325 - $4,937,000
TV TOTAL 1,007 363,716,554 $30,390,000
PRINT
Cosmopolitan Magazine - $3,598,000
Glamour Magazine - $3,170,000
Vogue Magazine - $1,679,300
Seventeen Magazine - $1,663,400
People Magazine - $2,696,300
PRINT TOTAL 678 244,693,221 $12,807,000
OOH
Target Activation - - - $12,500,000
Maybelline Beauty Bus - - - $1,000,000
Event/Holiday Parties ### - - - $10,498,000
Event Sponsorship - - - $5,000,000
OOH TOTAL 28,998,000$
DIGITAL
Mobile Display 2,638 878,051,378 - $19,010,000
Desktop Display 1,802 952,365,732 - $17,936,000
Mobile Video 1,550 579,942,006 - $17,164,000
Desktop Video 813 221,212,658 - 7,916,000$
DIGITAL TOTAL 6,803 2,631,571,774 $62,026,000
SOCIAL
YouTube Mobile/Desktop 1,882 282,448,335 - $22,146,000
Facebook Ads 7,438 2,685,475,621 - $27,043,000
Other Social Network Ads 2,623 947,021,247 - $11,540,000
SOCIAL TOTAL 11,943 3,914,945,203 $60,729,000
SEARCH
Google - 54,600,000 0.09$ $500,000
Bing - 54,600,000 0.09$ $200,000
Channel Factory - 54,600,000 0.10$ $3,000,000
Taboola - 54,600,000 0.30$ $750,000
Outbrain - 54,600,000 0.30$ $600,000
SEARCH TOTAL 273,000,000 0.18$ $5,050,000
Total $200,000,000
1,800,000$
1,500,000$
300,000$
5,000,000$
3,598,220$
27,043,408$
11,540,555$
3,606,624$
22,146,222$
12,252,951$
17,936,057$
3,170,888$
1,679,436$
#####
11,842,041$
678 244,693,221
829 299,358,229
25,453,288$
4,937,406$
Impressions CPC
$25,453,000
GRPs Budget
Nov
700,000$
1,663,515$
Sept Oct Dec
#####
######
##########

35. Paid Social
• Paid posts on Facebook & Instagram, buyable pins on
Pinterest, and pre-roll video & custom content onYouTube.
• Feature the hashtag #MeByMaybelline
• Use highly engaging formats likeGIFs, live video, 360 pictures/videos, etc.
• Create custom Sponsored Lenses and Sponsored Geofilters
on Snapchat.
• Sponsored lens will allow user to choose their lip shade.
• Sponsored geofilters will be created for each event—Target activation,
beauty bus, events, and holiday parties.
35
Snapchat

36. Influencers
• Partner with top-tier Instagram &YouTube female beauty
influencers.
• Partner with Latina influencers to increase multi-cultural reach.
• Influencers will also promote OOH campaigns & activations, and will appear
on-site inTarget & Beauty Bus locations.
• Produce custom video from the Beauty Bus, events & holiday
parties forYouTube.
• Content will include makeovers, tutorials & tips, celebrity/influencer
appearances,
and general event promotion.
• All produced content will be repurposed on other social platforms.
36
CustomVideo

37. Event Sponsorships
• Exclusive makeup sponsor of 5 events.
• TV spots, red carpet/celebrity access, step-and-repeat branding, social media partnerships, etc.
37
8/27 9/8-9/16 9/17 11/19 1/7/18
Event/Holiday Parties
• Fall FashionWeek (NY), Halloween (NY & LA), Christmas (NY & LA), and NewYear’s Eve (NY—
Times Square).
• Christmas & NewYear’s Eve will include special access for sweepstakes winners.
• Partnership with Pandora to attract music talent, live-stream of music talent, repurpose images/videos for social.

38. Target Activation
• Beauticians, step-and-repeat & lipstick giveaway.
• 6 weekends from Nov. 23-Jan. 1, 2018.
• Friday to Sunday, unless holiday allows extension toThursday or
Monday.
• 1Target store in each of the top-50 metro areas.
• Stores will change from week to week to allow greatest consumer
reach.
• Participants will be entered in sweepstakes for holiday parties.
38
Beauty Bus
• Closed-top double decker bus.
• Beauticians, production crew forYouTube, step-and-repeat &
lipstick giveaway.