Kendra Scott has been one of the vital called-out manufacturers on RushTok for the final a number of school sorority recruitment seasons — incomes itself a main placement in numerous outfit-of-the-day movies from potential college students and creating a powerful influence on the model’s social media engagement.
In celebration of the continuing love on social media coming from the Gen Z viewers, Kendra Scott has introduced its “Hey, Elisa! An Icon Goes on Tour” marketing campaign aimed toward additional partaking with college students on campus. The multicampus cell pop-up tour will showcase the Elisa pendant necklace, one of the vital fashionable items worn by school college students on RushTok, in the course of the first few weeks of the semester.
To kick off the tour, Kendra Scott will mirror its loyal Gen Z followers with its personal social media submit — the model’s first augmented actuality video. The video, which may be seen on Instagram and TikTok, goals to construct the joy of the upcoming campus visits and options three Elisa pendant necklaces blown as much as dangle from the Scottish Ceremony dormitory on the College of Texas at Austin. The dorm is understood for encouraging undergraduate school girls to discover, develop and forge lifelong friendships.
Just like the AR video, the formal tour can also be a primary for the model, which Michelle Peterson, chief advertising officer at Kendra Scott, tells WWD is all the time in search of new methods to satisfy its prospects the place they’re in progressive methods. Throughout soccer season, which Peterson says has constructed comparable natural response for the model as college students showcase recreation day appears on social media, the model’s shops in areas like Faculty Station, Texas, and Gainesville, Florida, have celebrated the success with smaller-scale activations and {custom} window shows.
“At Kendra Scott, we’re all the time listening to our prospects,” Peterson stated. “We noticed developments and reactions to our model on social media, with our collegiate ambassadors (often called Kendra Scott Gems), and extra particularly, we noticed the Elisa type selecting up traction organically. In brief, we noticed Gen Z carrying Elisa over and over, and knew we wanted to behave.”
Notably, the Elisa pendant necklace, a method that initially launched in Kendra Scott’s spring 2014 assortment as a scaled-down model of the Danielle and Elle silhouettes, has greater than 300 doable colorways. Peterson tells WWD that whereas the type has been a bestseller from the start, that is the primary advertising marketing campaign particular to the Elisa silhouette.
Kendra Scott’s “Hey, Elisa!” tour has introduced stops at six school campuses.
“After we take into consideration our Gen Z buyer and their love of self-expression, the Elisa is the embodiment that, providing over 300 colorways to select from,” Peterson stated. “Kendra Scott encourages private type and expression, so there’s something for everybody. You’ll be able to stack and layer your favourite classics together with your faculty colours or add on an engraved pendant which will spark an attention-grabbing dialog. The chances are infinite, which actually helped to place Kendra Scott because the vacation spot for Gen Z — we’re all about self-expression and personalization, which we all know is one thing this viewers craves.”
Throughout the tour, college students might be invited to take part in an immersive expertise, which brings the Elisa silhouette to life together with a quiz to search out out which Elisa finest represents their type. Whereas aligning with an Elisa type attendees may also be invited to get pleasure from complimentary {custom} iced drinks from native espresso outlets impressed by the pendant’s colours and take selfies with interactive picture moments which embrace a custom-designed concave mirror within the form of the Elisa silhouette and life-sized Elisa characters.
The primary 250 college students who take part within the quiz will obtain “their” Elisa pendant necklace together with branded swag together with reusable tote luggage and straws, koozies and stickers. All swag has been custom-made for every location to coordinate with the town and college colours. Importantly, swag objects had been chosen deliberately after conversations with Kendra Scott Gems.
Moreover, Kendra Scott might be donating 250 items of jewellery to every campus’ skilled closet to assist college students put together for interviews and jobs, in an ongoing dedication to empowering girls and youth.
“Philanthropy is a core pillar of the Kendra Scott model,” Peterson stated. “Doing good has been constructed into the model’s enterprise mannequin from the very starting, having donated over $50 million to native, nationwide and worldwide causes, with funds supporting girls and youth within the areas of well being and wellness, training and entrepreneurship, and empowerment. The donation of Kendra Scott jewellery to every campus’ native skilled closet ties again to this dedication as a method to instill confidence in these younger girls as they put together for the following part of their lives post-graduation.”
Kendra Scott’s “Hey, Elisa!” tour has introduced six stops at school campuses together with the College of Texas in Austin (Aug. 23); Louisiana State College in Baton Rouge, Louisiana (Aug. 24); the College of Alabama in Tuscaloosa, Alabama (Aug. 29), and the College of Georgia in Athens, Georgia (Aug. 31). Extra dates might be introduced within the coming weeks.
