GKV

PANDORA Jewelry – Mother’s Day Gift Advisor

Challenger Brand Issue: Quickly build brand awareness and engagement during one of the biggest gift occasions of the year.

To promote PANDORA charm bracelets as a perfect Mother’s Day gift, we had two objectives: 1) Continue to build awareness of the PANDORA brand, which was still quite low in North America. 2) Draw readers directly into the PANDORA experience, employing a fun and helpful online tool developed by GKV.

Insights
While marketers discuss leaving traditional media behind in favor of digital channels, our efforts for PANDORA Jewelry employed the strengths of both (awareness and engagement). Tying them together made the entire campaign far more effective.

Challenger Brand Solution
Television spots on popular programs like Glee and House and ads in Glamour, Shape and other targeted women’s magazines told the story of motherhood moments worthy of celebrating with authentic PANDORA charms. Magazine ads also contained a mobile QT code and URL that prompted readers to take the next step with the PANDORA Mother’s Day Gift Advisor. The gift advisor is a mobile and online tool created by GKV that lets a user build a bracelet to match a mother’s personal style. Gift-givers customize a bracelet, charm by charm, based on keywords that match unique personality traits. Users can then take their final creation to any PANDORA retailer to assemble a real-life version of their perfect gift.

Results
Traffic to the PANDORA Gift Advisor site far exceeded expectations … with the largest spike in traffic occurring on the Thursday before Mother’s Day. An amazing 30% of visitors were engaged enough to create a “Gift List” that they either brought to a store or saved for future gift giving occasions. The program was so successful that PANDORA is making the Gift Advisor a permanent addition to the tools and advice it offers customers. Interestingly, traffic to the site was almost evenly divided between mobile and desktop/laptop users, reinforcing the need to offer consumers multiple paths to engagement.

Case Studies