Young & Rubicam
Kay Jewelers Intern Project
During my internship at Young and Rubicam, interns worked on mock campaigns for real life clients. The goal for Kay Jewelers was to expand beyond best-in-bridal to lifestyle jewelry for all occasions, and shift it from a tactical category to an aspirational lifestyle brand that will appear to younger women ages 25-40.
The challenge: Kay’s focus on romantic milestone occasions lacks relevance for shoppers on lifestyle jewelry.
The truth: Small, unplanned, everyday imperfect kisses count the most.
We revamped the logo to represent Kay’s transition into an aspirational lifestyle brand and to highlight the “small everyday kisses” by creating a hand drawn lips and font.
SOCIAL MEDIA ENGAGEMENT
To keep the idea of the campaign as being real, genuine and authentic, we want our consumers to drive the conversation through social media engagement by tweeting their every day reasons to kiss.
Inserting ads in interior and exterior subway platforms will allow people to join the conversation using #everydaykisses to get a chance to be featured in the advertisements. By expanding the ads into malls, the utilization of listen and response advertising will allow selected tweets to be featured along with pieces of chosen KAY jewelry that match the scenarios. The jewelry that will match on these ads will comprise of our new and evolved “Everyday Kiss Collection," which our consumers indirectly selected.