Ad of the Month US: Kay

Elise CzajkowskiEditor, YouGov US
December 18, 2018, 3:00 PM GMT+0

This month, Kay is the brand that achieved the biggest rise in its Ad Awareness

The holiday retail season is underway, and Kay Jewelers has launched several ads to promote their diamonds as the perfect gift. And in the month of November, Kay has seen the highest jump in Ad Awareness, according to YouGov Plan & Track. On November 1, the brand’s Ad Awareness score — which asks whether a panelist has seen an advertisement for the brand in the past two weeks — stood at 12, but by November 30, it had doubled to 24.

In one, a man informs an off-screen person for permission to propose to a person — only for that person to be revealed as her young son. Another focuses on couples who are also best friends.

Further data from YouGov Plan & Track finds that those who purchased jewelry as a gift during the 2017 holiday season were more traditional and family-oriented. 95% agreed with the statement “Spending time with my family is important to me” compared to 88% of the general public. And only 16% of jewelry gift buyers agreed with the statement “Marriage is an outdated institution,” compared to 22% of the general public.

Learn more about YouGov Plan & Track.