Kendra Scott Campus Influencer Program
As the Influencer Marketing Specialist at Kendra Scott, I was responsible for launching and managing Kendra Scott's first campus influencer program. By working cross-functionally with the Field Operations, Social Media and Public Relations teams, I developed an influencer program that would not only drive awareness on campus and online but also drive revenue through local store events and on-campus pop-ups.
To create a community of on-brand, connected campus influencers to represent Kendra Scott alongside store teams in key markets spreading brand awareness on their campus, online with the hashtag #KSOnCampus and through hosting revenue-driving events such as trunk shows and pop-ups.
35 Identified Key Markets
50 Campus Influencers Selected
Kendra Scott needed to rally campus influencers around a common goal - to spread awareness about trendier jewelry pieces that could be styled for a younger audience. Through this program, I incentivized influencers to share how they styled pieces that weren't recognizably Kendra Scott. They mobilized in a big way, and after receiving the first box of jewelry and swag, campus influencers and friends alike began to post using the hashtag #KSOnCampus. This hashtag unites the program online and is an instant indicator of the results from direct efforts of the program.
Monthly boxes of jewelry and branded swag to keep and share with peers
Sneak peek of new collection launches and product categories
Monthly newsletter to keep each influencer on track and motivated
Monthly challenges with unique rewards
Early application for Kendra Scott Internship Program
Mentorship for career development
After selecting 50 influencers to represent Kendra Scott on their campus I created a communication strategy for the field teams which had an influencer located in their market. This strategy ensured that each influencer felt supported and had the guidance needed for a successful experience, but did not cross the line of "employment" since the influencers were not considered employees. This communication strategy was streamlined across all markets and was defined as a mentorship that opened the opportunity for influencers to host revenue-driving events.
I scheduled monthly calls with each influencer to ensure they had the guidance needed and to answer any questions they might have. Each influencer was given my personal phone number and I was available 24/7 to help with questions and give feedback on how they were representing the brand.
In addition to personal communication, influencers received a monthly e-newsletter that positively reinforced their efforts through spotlights on #KSOnCampus social posts while also highlighting career opportunities post-graduation. This newsletter also drove revenue through shoppable links to latest product and summed up the marketing messaging for that month.
By the end of the selection process, I realized we had created a family of 50 and have enjoyed seeing all of the Kendra Scott Campus Influencers flourish and represent the brand!
Please note that I have since moved on from this position. Please do not contact me regarding admission into this program.