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.
- 400 Applicants
- 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!