Behind the Screen: Kendra Scott leaning into #RushTok
Interview with Haley Kaliszewski, Kendra Scott's Influencer Marketing Manager
Behind the Screen is a series on Following Up, featuring the minds behind brand’s influencer + community strategies. We often forget that there is a person or team behind the paid partnerships we consume, so I wanted to bring these people in front of the camera for a change.
Where do you live?
Austin, TX!
I am a born and raised Texan and went to The University of Texas. After college, I started my career in New York City on the merchandising side of the business at J. Crew. When I moved back to Texas, I joined the Kendra Scott team. I was actually on the Merchandise Planning team before shifting to the Influencer team.
And how long has it been since you switched to the influencer side of the business?
It has been three years since I switched to the Influencer team. In total, I’ve now been at the brand for six and a half years.
I love how adaptable a career in influencer marketing is whether you start on the social side or even all the way on the merchandising side. What made you want to move from merchandising to influencer marketing?
My shift was purely a personal interest. I was looking for a more creative role that still touched our product directly. Having my merchandising background has helped me better understand how to market our products through storytellers, like our influencer community.
And how has Kendra Scott evolved since you started?
We’ve launched into so many new categories like Watches, Demi-Fine, Fragrance, Mens, and a new western focused brand called Yellow Rose. The brand is always innovating to acquire new customers as well as provide newness to our existing, loyal customers.
Have the new innovations and brand categories changed your influencer strategy?
The total influencer focus remains the same. The core focus is always to work with creators who have an engaged Kendra Scott audience. We now work with a wider range of creators to hit each category, especially as we expand outside of jewelry with our fragrance line. It’s been really fun to find new talent!
Even though you started your career on the merchandising side, how have you seen the influencer industry changed since you first started your career?
I always say the industry is constantly changing, and I think the way we, as consumers prioritize content, drives the change. Consumers now appreciate authenticity over curated perfect images - the TikTok v Instagram effect, IMO.
Do you manage paid, affiliate and seeding?
Yes to all of the above! I like to work with a wide range of influencers, always thinking about each campaign individually and considering the customers we want to target and cater to within that campaign. We work with a mix of long-term partners, whom we call our 'tried and true,' and new creators we love who produce phenomenal, compelling, and beautiful content.
We also like to remind ourselves, we are our customer, so when I’m casting talent, I ask myself “Who am I loving?”, “Who’s content is speaking to me?.” Ultimately, “Who is influencing me?”
How do you brief influencers or what is your philosophy on briefing to keep the brand guidelines in place while still giving the influencer creative control?
We always want content to feel as authentic to the influencer’s community as it can. Our briefs contain the details of the campaign and product descriptions, but creative control is owned by the influencer.
We also have to talk about #RushTok and how Kendra Scott has been the star of the content! This was an organic moment that y'all jumped into - how has the strategy with this demo evolved?
#RushTok was all organic and we have loved being apart of it! We began our college ambassador program, Kendra Scott Gems, in 2018. I took over the program in 2021 which is the same year #RushTok began. This school year we have our largest class of Kendra Scott Gems and this past year, we put on our second collegiate tour around college campuses like University of Alabama and University of Michigan. We love the Gen Z college student demographic!
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Did your work with #RushTok inspire the Campus Tours and your collegiate Gems program?
The Gems program began years before #RushTok, but I believe all the views from the viral videos only enhanced the community. In addition to the Gems program, we have been producing campus tours for the past two years. They’ve been a labor of love and a fantastic way to stay engaged with the college student community.
And speaking of leaning into current social conversations and trends, how do you stay on top of them?
We are always trying to keep up with trends that feel relevant to our product and the campaigns we have planned. Our main platforms at the moment are the big two—Instagram and TikTok—but we are always open to exploring new platforms. We pride ourselves on being early adopters when it aligns with our goals. It will be interesting to see what happens with the ongoing conversation around the TikTok ban.
How do you measure success for your campaigns?
First and foremost, we truly value the quality of content. Second, we analyze how the content reaches our audience through sentiment and viewership.
Are there any influencers you have loved working with?
Oh this is so hard, I love them all! April Lockhart, Carla Rockmore, and Paige DeSorbo (I am a huge Bravo fan) are wonderful, and I personally love to follow them.
Who would you love to work with?
This list is so long and always growing, but right now I am loving Meredith Hayden of Wishbone Kitchen and Kathleen Post!
Is there a Kendra Scott campaign or influencer post that you’re particularly proud of?
I really loved our Mother’s Day campaign this year! We worked with such a wide range of creators, including moms, daughters, and grandmothers. We really hit every demographic and had some of the cutest and sweetest content.
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Now for a few final, fun questions:
Favorite product from Kendra Scott?
Right now I have a handful of pieces I can not stop wearing our Cailin Huggies in Green Peridot (actually gifted my mom a pair for Christmas), Audrey Pendant, and Raylyn Hoops, dying to get these in Sterling Silver right now, definitely my next purchase.
Book, podcast or music on your morning commute? (can you link to the book, podcast or song/playlist?)
I am a huge Toaster, so The Toast is truly a daily listen! I am also still obsessed with Sabrina Carpenter’s Short n’ Sweet album, and of course my country playlist is always on. Hudson Westbrook and Riley Green are on repeat right now.
If you were on the other side of the business as an influencer yourself, what brand(s) would you want to partner with?
I love beauty brands, so I think any of my favorites in that world! I love Glossier, Merit, and any experiential beauty brands.
Can you also share the last item you bought based off of an influencer's post and who the influencer was?
I am attempting to do no spend January, but I did order some Ayoh mayo from Molly Baz!! In my cooking era.
You can stay in touch with Haley on Instagram & if you aren’t already, give Kendra Scott a follow!