KAY Jewelers looked to Black Friday as an opportunity to drive holiday shopping across key product categories while maintaining the premium, emotional tone the brand is known for. The challenge was balancing compelling promotional messaging with aspirational storytelling that inspired customers to celebrate life's biggest moments.
We created a paid social campaign across Meta featuring platform-specific copy promoting engagement rings, bridal collections, gold jewelry, and seasonal offers. Each execution paired clear, performance-driven messaging with KAY's premium brand voice to drive awareness, consideration, and holiday purchases during one of the brand's most important retail moments.
Agency: Publicis
Executive Creative Director: Helder De Freitas
Copywriter: Adrian Smith
Art Direction: Pierre-Ange Aznar
Design: Pierre-Ange Aznar, Ismail Fikri