Working from a live brief provided by Kendra Scott’s marketing team, this project focused on developing an integrated marketing strategy to strengthen the brand’s connection with Gen Z consumers. With a proposed $5 million media budget, the aim was to increase brand awareness, engagement, and purchasing opportunities through a campaign built around community and a sense of belonging.
The strategy combined consumer research, audience insights, and competitive analysis to develop five seasonal campaign flights across digital, out-of-home, and experiential media. My contribution focused on media planning and budgeting, including researching advertising costs, allocating spending across channels, and forecasting reach, impressions, and engagement.
The result was a comprehensive, data-driven marketing proposal that balanced creative strategy with financial planning and measurable objectives. Developed collaboratively, the campaign was presented directly to Kendra Scott’s marketing team as part of a competitive pitch.
Deliverables
More than jewellery.
Founded in 2002, Kendra Scott built an experiential jewellery brand around three core values: family, fashion and philanthropy. Known for colourful, recognisable designs and the customisable ColorBar experience, the brand brings customers together through personal expression, community and giving back.
Historical brand context from the original campaign research, pages 3 and 5.
Historical geographic figures from page 12 of the deck, not current store counts.
Maybe it’s about the feeling these girls look for.
More than a product. A connection, an identity, a shared experience.
The little things.
Social belonging
Football culture, sororities, preppy fashion, #OOTD and dressing well — expressing identity and feeling part of a community.
Connection through experiences
Choosing matching rings at the Color Bar, sharing experiences online and exploring piercings — creating memories and connections with others.
Self-care, Personal Expression
Retail therapy, treating themselves, organising jewellery by colour and choosing meaningful pieces — finding comfort and individuality in small rituals.
Self-reflection & identity
Blogging, writing and creatively reflecting on their lives — exploring and expressing their sense of self.
Lifestyle & Productivity
Coffee culture, going out and sharing everyday moments — feeling productive and socially connected.
Community & Contribution
Social influence, participation in team sports and valuing the little things — feeling part of something bigger.
Seeking higher education. Researching every purchase through peers and social media.
Ashley.
“I usually like to keep things simple but I am willing to put a spin on things!”
Finding our people.
Where we connect.
Focus on Texas, neighbouring states and college towns. Promote ColorBar and in-store experiences where Kendra Scott retail locations are accessible, while emphasising online shopping and virtual try-on in other markets.
Regional retail access / College towns / In-store and online experiences
Where we belong.
Reach women aged 18–24 through university communities, connecting the brand’s philanthropic involvement and welcoming retail experience with students’ desire to belong. Relevant moments include game days, graduation, Back to School and Welcome Week.
Campus culture / Shared experiences / Community belonging
Geographic and campus targeting summarised from the original strategy deck, page 13.
The strategy.
Five flights. One shared sense of belonging.
The proposed media investment was divided across five campaign flights, connecting seasonal occasions, community moments and shared traditions.
Women Empowerment
$1,250,000
Galentine’s / Valentine’s Day, Int’l Women’s Day, Mother’s Day, Int’l Friendship Day
Community
$250,000
SXSW, Pride Month
Belong to Your School
$1,500,000
Graduation, Back to School, Welcome Week
Red River Showdown
$250,000
UT vs OU, October 8
Share Your Traditions
$1,750,000
Black Friday, Cyber Monday, Christmas
Budget & forecast.
My contribution: budget allocation, advertising cost research, media planning and forecasting.
Turning a $5 million investment into a structured, multi-flight media strategy.
The budget was distributed across social, search, display, experiential and out-of-home channels.
Channel totals are the sums of the five flight budget tables, which add up to $5,006,702 because Flight 3 social ($636,000) and Flight 4 social ($33,202) don’t exactly match their stated percentages.
What reach costs.
Social CPM used in the plan, the average of Instagram $8.96, Facebook $8.60 and TikTok $1.82
Search, per click
Display, per click
Forecast clicks / Display and search / All five flights
A projection of what the proposed media investment could deliver.
The campaign was a proposal and was never run. Clicks are budget divided by cost per click. Other figures are shown as written in the flight summaries.
There’s more to the story.
Explore the original research and insights, geographic market analysis, competitive landscape, Ashley’s full persona and empathy map, five-flight media strategy, detailed placements and campaign forecasts.
