Kay Jewelers doesn’t typically run any brand marketing in late March, as it's too late for Valentine’s Day buying and too early for Mother’s Day. But on Wednesday the Signet Corp.-owned brand released a social media campaign that promotes prominent messages of love and helpfulness amid the coronavirus quarantine and anxiety.
“You’re seeing people come together—we’ve never been in a crisis through the lens of Zoom calls and social media before,” says Michael Goldberg, CEO of Zimmerman Advertising, which won creative and strategic agency duties for Kay last year.
Inspired by actual messages, the campaign shows texts and missives such as, “Mom, I can’t visit right now, but I’m thinking of you always,” and “I know you are in self-quarantine. Left some meals outside your door.” The spot ends with the text that reads, “Sometimes, what keeps us apart actually brings us together. Stay safe.” The push is part of Kay’s new #LoveIsUnstoppable campaign, which will ramp up as we get closer to Mother’s Day, Goldberg says. Typically, Kay may have product-driven campaigns but this is its first at this time of year that doesn’t feature any product, he adds.