KENDRA SCOTT
Mindy Kaling Wears It Like a Mom
STRATEGIC COMMUNICATIONS • SOCIAL MEDIA STRATEGY • INFLUENCER STRATEGY • BRAND MARKETING
The Challenge
For Mother’s Day, Kendra Scott sought a high-profile celebrity partner who could authentically bring attention to its #WearItLikeAMom campaign and drive sales of the Elisa “Mom” Necklace. The challenge was not simply securing recognizable talent but identifying a partner whose audience closely matched Kendra Scott’s target consumer.
Our Approach
TRN conducted extensive social audience research to identify talent whose follower demographics aligned with the brand’s target audience. Based on that analysis, TRN identified and secured Mindy Kaling as an authentic, on-brand partner. Kaling created original, organic content featuring the necklace across Instagram and Instagram Stories, combining celebrity reach with a highly targeted, audience-informed strategy.
Measuring Success
Within 24 hours of Mindy Kaling’s content going live, the featured Elisa “Mom” Necklace sold out across every color, outperforming brand expectations.
Inventory was subsequently reallocated from Kendra Scott retail stores to e-commerce, and the necklace quickly sold out a second time.
$2M+
24-HOUR E-COM REVENUE
12,000
UNITS SOLD
IN 24 HOURS
EXPERTISE
Audience Intelligence ● Targeted Engagement ● Talent Strategy · Consumer Activation ● Data-Informed Marketing
