Client: Kendra Scott
Services: Full-funnel digital marketing strategy, data-driven audience targeting, content and media planning
Overview and Challenges:
Kendra Scott, a billion-dollar lifestyle jewelry brand, partnered with January Digital to evolve its digital media strategy in support of bold new eCommerce growth targets.
With increasing pressure to exceed industry benchmarks, Kendra Scott set out to modernize its approach to media planning, audience targeting, and creative execution. The goal was to drive year-round revenue, not just rely on Q4 peaks, by leaning into key gifting moments and deploying a full-funnel approach to meet consumers at every stage of the journey.
This transformation required building new processes across campaign planning, optimization, and reporting, while ensuring seamless coordination with internal teams across eCommerce, creative, brand, finance, and leadership. Creative was a particular focus, with January Digital helping the brand prioritize high-impact, high-performing assets to keep pace with evolving platform needs and consumer trends.
Goals:
- Exceed eCommerce revenue goals through a multi-moment, full-funnel strategy
- Increase ROAS and marketing efficiency by refining media structure and creative strategy
- Expand reach and drive new customer acquisition through audience targeting and content alignment
- Lift brand awareness and consideration through high-impact digital activations across platforms
Our Work:
January Digital launched a full-funnel digital strategy that aligned media, creative, and audience signals across channels and gifting moments:
- Built Full-Funnel Video Strategy Across YouTube
Expanded into a true full-funnel YouTube approach to drive awareness, consideration, and conversions. - Activated Cultural Moments for Gifting Success
Launched a multi-platform campaign for the Barbie x Kendra Scott collaboration, timed with the release of The Barbie Movie, to maximize brand resonance and engagement. - Tested and Scaled Influencer Strategy
Rolled out influencer content across key social channels for the first time, evolving and refining the strategy to support holiday gifting moments. - Executed TikTok Top Feed Takeover for Holiday Hero Product
Ran Kendra Scott’s first-ever TikTok Top Feed placement to drive engagement and brand relevance with Gen Z audiences during the holiday season. - Streamlined Creative Messaging for Holiday Impact
Reduced message overlap and launched gifting creative earlier than ever to align with consumer behavior and simplify the path to purchase. - Activated Valentine’s Day Campaign with Male-Focused Targeting
Deployed high-production gifting content on ESPN CTV placements to target male audiences with the message “Men Can Buy Better Gifts with Kendra Scott.” - Expanded Audience Targeting Through Behavioral Signals
Used music preferences and placement targeting (e.g. Vevo channels, Gen Z YouTube creators) to reach high-intent users who had not previously engaged with the brand.
Results and Business Impact:
January Digital’s strategic and creative integration across full-funnel channels exceeded expectations and delivered record-breaking results for Kendra Scott:
- Exceeded eCommerce revenue goal by 18%
- Improved ROAS by +12%
- Drove +29% traffic growth to KendraScott.com
- Achieved a record-breaking Q4, with eCommerce revenue growing +21%
- Lifted brand awareness, with Google search volume up +51% in Q4 and +24% for the full year
- Boosted social engagement by +20%, driven by expanded influencer strategy
- Increased click-through rate by +12%, following holiday creative refinements
- Achieved a +36% lift in CTR for the Barbie x Kendra Scott campaign
- Exceeded TikTok engagement benchmarks, with Gen Z CTRs +40% above average
