Overview: To connect with Gen Z, we partnered KAY Jewelers with Grammy-nominated artist and style icon, Teddy Swims. Teddy’s soulful sound, fearless fashion, and authentic vibes brought a fresh energy to the classic brand, helping KAY redefine love and self-expression for a new generation.
We launched an energetic, digital-forward campaign featuring Teddy announcing his new role as Chief Love Officer at KAY. The partnership was promoted across all social platforms, leading into key moments like Valentine’s Day, Mother’s Day, and the Grammys—where he rocked KAY’s coolest pieces and sang his version of the iconic tagline. We further elevated the partnership with a tour sponsorship, a fan engagement contest and traditional content featuring Teddy's song, "All That Really Matters."
Results: +2.4B Impressions across paid, owned, earned and influencer channels
+21M Earned Media Value. Teddy brought KAY into lifestyle, music and culture conversations.
+4.2M Last Click Revenue. Achieved a 7.39 ROAS, outperforming KAY's brand average by 20%.
Even with decline in OLV spend year over year, our partnerships drove a 2300% increase in direct site visits (600K vs 25K).
Role: Creative Director l CCO
