Last year, TikTok has become the new hub for sorority women to document their recruitment process, with a surge of videos under the hashtag #BamaRushTok. At the University of Alabama, incoming freshmen made TikTok a must-have for rush, showcasing their outfits of the day (#OOTD) and sharing their experiences. It wasn’t long before Kendra Scott, a jewelry brand commonly worn by sorority women, noticed its organic mention across these videos.
What to Note From Kendra Scott’s TikTok Strategy:
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Engagement with Trends: Kendra Scott jumped on the #RushTok trend by engaging with content from their audience. After seeing organic mentions of their brand, the company’s social team quickly responded, commenting on videos and joining the conversation with their own TikTok content. This approach sparked immediate engagement, with their “Choose your #BamaRush Jewelry Look” video gaining millions of views and thousands of likes.
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Channel-Specific Content: Kendra Scott focused its #RushTok content on TikTok, where the trend began, despite sharing similar content on Instagram Reels. This highlighted the importance of channel-specific marketing—what works on one platform doesn’t necessarily translate to another.
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Real-Time Adaptation: Their social team was quick to react and create fresh content in real-time. By being in-house, they were able to leverage the momentum of the trend and stay flexible, adjusting their approach to match the pace of TikTok trends.
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Expanding to Other Schools: The success at Alabama sparked thoughts of replicating the content at other schools. They’re already eyeing Ole Miss and University of Texas as potential schools to target next, anticipating similar #RushTok engagement as the trend spreads.
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Increased Conversions and Traffic: Kendra Scott saw a 17% increase in new users, with 24% more visitors from Alabama alone, as well as an almost 20% revenue increase from new customers. Their website conversion rate for new visitors increased by 5% week-over-week.
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Sustaining Momentum: Kendra Scott stays agile on TikTok, adapting quickly to emerging trends while maintaining an authentic connection with their audience. This agility helps them avoid staying stale while maximizing engagement during cultural moments like rush season.
Lessons for Marketers:
- Jump on Authentic Trends: When your brand is organically part of a cultural moment, it’s an opportunity to engage and contribute in a meaningful way.
- Focus on Platform-Specific Content: Customize your strategy for each platform—TikTok’s fast-moving, trend-driven content is very different from Instagram or Facebook.
- Listen and React Quickly: Social media requires real-time attention. Monitor conversations, track trends, and be ready to jump in when your brand fits.
- Track Conversions and Engagement: Beyond views, look at how your content translates into traffic and conversions to understand its impact on sales.
Kendra Scott’s strategy shows how leaning into cultural moments—when done authentically—can drive impressive engagement and sales growth.