Client: Kendra Scott
Services: Full-funnel TikTok strategy, paid influencer activation, creative testing, real-time optimization, cross-functional media collaboration
Overview and Challenges:
Kendra Scott, a billion-dollar lifestyle jewelry brand, partnered with January Digital to improve TikTok performance by increasing engagement, conversion, and authenticity within paid media. While the brand had built strong momentum organically on TikTok, its paid strategy hadn’t yet capitalized on the platform’s potential to drive lower-funnel performance. January Digital identified an opportunity to evolve the approach by integrating influencer content into paid efforts, allowing the brand to connect more genuinely with TikTok’s community.
The challenge was twofold: stand out in a crowded platform dominated by fast-moving trends, and ensure seamless collaboration between paid media, social, and influencer teams to deliver consistent, high-performing content. With key retail moments approaching, including Fall Gameday, Holiday, and Valentine’s Day, the strategy needed to drive both short-term results and long-term growth during each peak seasonal window.
Goals
- Drive increased engagement and site traffic during Fall Gameday, Holiday, and Valentine’s Day campaigns
- Increase ROAS and conversion rates on TikTok
- Strengthen brand sentiment and authenticity through influencer-driven creative to resonate with TikTok audiences
Our Work:
January Digital deployed a paid TikTok strategy centered around influencer storytelling to authentically engage customers during critical retail moments:
- Drive Gameday Sales Through Influencer-Led Content
Launched a Fall Gameday campaign featuring micro-influencers who created store-based content showcasing how they styled Kendra Scott jewelry for game day. The creative approach focused on relatability and resonated with TikTok’s community, establishing a model for future activations. - Expand Seasonal Impact for Holiday and Valentine’s Day
Building on the foundation from Gameday, January Digital expanded paid influencer efforts for Holiday and Valentine’s Day, partnering with a broader mix of nano and micro-influencers. Content highlighted seasonal jewelry collections, promotions, and new category launches, with an emphasis on storytelling that felt native to the platform. - Aligned Paid Media and Influencer Teams for Seamless Execution
Worked in close collaboration with Kendra Scott’s internal social and influencer teams to develop a unified content strategy, streamline creative timelines, and ensure consistency across organic and paid efforts. - Optimized Performance Through Creative Testing and Real-Time Adjustments
Used ongoing performance insights to refine influencer selection, creative formats, and media allocations throughout each campaign phase. This agile approach ensured content stayed relevant and high-performing across different moments and audience segments.
Results and Business Impact:
By shifting toward paid influencer content that mirrored TikTok’s organic culture, January Digital helped Kendra Scott achieve record-breaking performance, build brand trust, and establish a scalable foundation for continued success on the platform:
- +289% lift in CTR during Valentine’s Day
- +175% lift in ROAS during Holiday
- +118% lift in CVR during Holiday
- +14% lift in CTR during Fall Gameday
- +57% increase in brand sentiment during Holiday reaching a score of 11
