Kendra Scott embraces sports marketing for new campaign

2 months ago 22

When 22-year-old jewelry brand Kendra Scott launched its Hey Elisa campaign in September 2023, it saw almost immediate success. The campaign, which centered on a multi-city tour and targeted college students, generated millions of impressions on TikTok. That inspired the brand to build on the concept with its latest campaign.

This year, to increasingly connect with its multi-generational consumer base, Kendra Scott introduced sports to the campaign concept. On August 12, Kendra Scott kicked off its sports marketing strategy by launching the Game Day Campaign and Coast to Coast Tour.

With the recent success of brands like David Yurman and G-Shock betting on sports teams and athletes, it felt like the appropriate next step to maintain a competitive edge in the ever-evolving landscape, said Tom Nolan, who became CEO at Kendra Scott in 2021.

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