Amelia Monastra-Gonzalez

During my internship at Young and Rubicam, the interns worked in groups on mock campaigns for real life clients. The goal was to expand beyond best-in-bridal into lifestyle jewelry for all occasions, shift it from a tactical category to an aspirational lifestyle brand that will appear to younger women ages 25-40.

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To keep the idea of this 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.

To keep the idea of this 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.

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By expanding OOH into malls, we would utilize listen and response advertising to feature selected tweets along with pieces of chosen KAY jewelry that match the scenarios. The jewelry that we’ll match on these ads will comprise of our new and evolved “Everyday Kiss Collection," which our consumers indirectly selected.

By expanding OOH into malls, we would utilize listen and response advertising to feature selected tweets along with pieces of chosen KAY jewelry that match the scenarios. The jewelry that we’ll match on these ads will comprise of our new and evolved “Everyday Kiss Collection," which our consumers indirectly selected.