OVERVIEW

Sunset was tasked with creating a multi-city pop-up extravaganza celebrating Kendra Scott’s best-selling Elisa necklace. For the 2023 back-to-school season, Kendra Scott envisioned a guerilla-style, on the ground campaign that would connect to one of its core audiences: college students.

The first step in promoting the tour was a concept that draped a larger-than-life, AR-generated Elisa necklace over the Scottish Rite Dormitory at the University of Texas in Austin. Video imagery of what appeared to be a real piece of giant jewelry amidst familiar campus scenery created instant buzz on social media. It was later featured in WWD, and became the most highly-engaged post on Kendra Scott’s Instagram in recent months.

The eight-market college mobile tour was extended twice due to an overwhelming real-time response by students requesting the activation come visit their college campus next, as we timed the campaign to seamlessly tap into RushTok, a popular user-generated viral TikTok phenomenon where the the Elisa pendant frequently showed up garnering millllions of views and converted to sales.

Our email capture moment was a personlized quick that would customize each necklace by answering a personality quiz. Other components of the experience included complimentary iced beverages, location-based swag, and photo moments like the Reveal Your Facets mirror selfie booth, for which we created an edge-lit, geometric mirror that reflected flattering angles using LED lights in Kendra Scott colorways. Additionally, we custom-fabricated guests’ new favorite squad: a team of smiling, whimsical Elisas they could pose with in a collegiate-inspired, endlessly shareable mascot photo moment.
The ‘Hey Elisa!’ Tour solidified Kendra Scott’s reputation as a fresh and youthful brand while spotlighting product education. We increased brand affinity and guaranteed UGC by personalizing the event for ever...