One brand. Three cities. Different reasons to care.
A localized European market-entry proposal for Paris, Milan, and Barcelona.
My role Independent campaign strategy, messaging & content planning · Academic work
- Market-entry framework
- Audience & cultural analysis
- City-specific messaging
- Influencer recommendations
- Three-month social plan
- Proposed budget & measurement
Behind the work
A consistent brand does not need an identical introduction in every market.
The challenge
For this independent academic project, I explored how an American jewelry brand could introduce itself in Paris, Milan, and Barcelona. The brief was a strategic scenario, not a commissioned expansion plan or a statement of the brand’s actual market-entry intentions.
From research to a local proposition
The proposal combined secondary research, SWOT thinking, and media theory. My approach was to keep personalization and the brand story recognizable while varying styling, creative emphasis, and local context. The city portraits are creative hypotheses to test with local audiences, rather than universal claims about their consumers.
Three creative directions
Paris centers on understated styling and timeless moments. Milan uses statement pieces and confident, high-fashion expression. Barcelona emphasizes color, artistry, and customization. Each direction connects a product attribute to a proposed local creative context.
Channels with a purpose
Instagram, TikTok, and Facebook support a three-month progression from introduction to engagement and sustained interest. The calendar includes styling content, polls, creator content, proposed pop-ups, and user participation. Influencers are suggested candidates, not signed partners; suitability, reputation, location, fees, and audience fit would need fresh due diligence.
Resources and measurement
The proposed allocation is 40% digital advertising, 25% influencer partnerships, 20% content creation, and 15% market research. This is a planning split, not spending. Proposed measures include awareness surveys, engagement, conversion, and sales by market. The source’s 30% awareness and 25% engagement figures are aspirational targets without a validated baseline, and are not presented as results.
A more rigorous next step
Before implementation, I would validate the creative territories through local research, align the audience definition, confirm product and distribution readiness, and set baselines. A separate research-methods assignment explores how to design that validation; it is presented separately in this portfolio.
Takeaway
Localization starts with a reason for the audience to care. Research should test that reason before production and media investment.
Context & evidence
Independent academic campaign, not commissioned or launched by Kendra Scott. No partnerships secured, spend incurred, or business outcomes verified. Panoramata and The Grit Group appear as outside research in supporting coursework; their SEO, email, and growth achievements are not my work. Kayla confirms the campaign artwork combines Adobe Creative Cloud design work and AI assistance. Kayla confirms the supplied materials can be displayed publicly.
Europe FINAL PDF, pp. 1–20; Global Media Campaign Proposal; Applied Project Essay (MCOM 3300).