Case Study: How PANDORA engaged younger audiences to celebrate individuality

 The seamless marriage of traditional craftsmanship techniques with modern technology brings to life the unique renditions of Danish design – PANDORA. One of the world’s most loved jewellery brands, PANDORA was founded in 1982.

Headquartered in Copenhagen, Denmark, it has a presence in more than 100 countries on six continents, offering a full jewellery assortment, including earrings, rings, charms, bracelets, necklaces and pendants.

Designed by PANDORA’s in-house design team at the headquarters, and made by its team of expert craft people in Thailand, the brand places a great emphasis on quality, affordability and careful attention to detail. PANDORA is positioned in the affordable luxury segment of high-quality jewellery. Each piece of PANDORA jewellery is 100% hand-finished, creating unique, beautiful and versatile-of-the-moment jewellery that enables a modern woman to express her personal style.

Today, PANDORA’s crafting facilities – PANDORA Production Thailand near Bangkok, and the recently opened state-of-the-art LEED gold-certified PANDORA Production Thailand 2 in Lamphun – forms one of Thailand’s largest jewellery manufacturers with a combined total of more than 13,250 highly skilled employees. PANDORA’s Bangkok-based innovation centre, the first of its kind in Thailand, continues to develop both jewellery design and manufacturing techniques, setting PANDORA ahead of any competitor when it comes to the future of jewellery making.

PANDORA has just released its latest Spring 2018 and the PANDORA Shine Collection.

This post was done in conjunction with Brandavision.

Objective

In Malaysia, there are more than 34 PANDORA retailers across the country, including 19 PANDORA concept stores located in major shopping malls. PANDORA aims to further strengthen its brand’s position as the most sought-after affordable luxury women’s jewellery in Malaysia with the launch of the PANDORA Shine Collection in Spring 2018.

The PANDORA Shine Collection features 18k gold-plated sterling silver. At the heart of PANDORA’s mission is to inspire women to express their individuality with stories to tell. The high quality, hand-finished modern PANDORA jewellery products celebrate moments and unforgettable memories, of which PANDORA endeavours to continue through creating more memorable experiences with its audiences in Malaysia.

Strategy

To continue PANDORA’s spirit of celebrating women’s individuality, PANDORA collaborated with Brandavision, a specialist in digital-out-of-home media (DOOH) for shopping malls, to present an exclusive PANDORA Valentine’s Day campaign in conjunction with Valentine’s Day this year.

The campaign celebrated the season of love by encouraging the public to express their love to their special someone through the posting of LIVE messages on a huge outdoor screen. This public engagement was one of PANDORA’s continuous efforts to engage with its audience and to form an intimate connection with its community of fans through the usage of social media platforms, digital and outdoor mediums.

Execution

The PANDORA Valentine’s Day campaign was an exclusive event that took place over two days – 13 to 14 February 2018 – to celebrate Valentine’s Day from 6pm to 8pm. The elite LED screen located at the main entrance to Pavilion Kuala Lumpur was selected as the medium to project the Valentine’s messages submitted from the public.

The few key factors that determined the decision to use Pavilion Kuala Lumpur included location, demographic and the platform available. First, the strategic location of Pavilion Kuala Lumpur, at the heart of Bukit Bintang Golden Triangle, boasts high traffic and footsteps. This increased the opportunity for the campaign to catch as many eyeballs and engagements as possible.

One of the key PANDORA concept stores is also located in Pavilion Kuala Lumpur, which then allowed the general public to visit the store for gift redemptions from the campaign or to check out the new collections following the brand awareness created. In terms of demographic, Pavilion Kuala Lumpur is a modern and premier shopping mall that caters to medium to high-income patrons. It is also one of the most popular shopping malls in Malaysia among tourists as it houses many well-known international brands and popular local brands. Shopping aside, the mall has a floor dedicated just for women with spas, beauty salons and manicure shops. The discerning crowds of the mall were PANDORA’s target audience.

At the main entrance to the mall is home to Brandavision’s two connecting elite screens; the area has the highest foot fall as it is facing the popular Bukit Bintang stretch. The execution of the campaign was divided into two parts. The first part was a teaser to create awareness of the campaign followed by the second part, where the messages submitted by the public appeared on the screen at the stipulated date and time. The creative team from Brandavision was commissioned to develop the digital content for this campaign.

The objective of the teaser was to create curiosity among passers-by and then invite them to participate with the interaction. The teaser focused on call-for-action messages to watch the space and guided the public step-by-step in joining this interactive campaign. To garner more participation, the mechanism was made simple. The public just needed to scan a QR code that appeared on the elite screen with their mobile Facebook application, fill in their Valentine’s name and select the message, submit and wait for the personalised message to appear on the elite screen at the designated time.

Participants would also receive a new gift code in their mobile phones after completing the required steps. Participants were entitled to redeem a gift and an e-voucher for purchase at the PANDORA concept store in Pavilion with the new gift code. On 13 and 14 February, from 6pm to 8pm, the personalised Valentine’s messages submitted were aired on the elite screen at the main entrance. Not only did the names of the sender and recipient appear on the large screen, the Facebook profile picture of the sender also appeared to make the messages even more meaningful.

Results 

The campaign received a good response from the public as the enormous Elite LED screen caught the attention of passers-by. Many stopped to watch what was going on as they noticed the many Valentine’s messages flashing on the elite screen over the two evenings.

A majority of the participants to this campaign were youngsters, creating a new brand communication platform for PANDORA to connect with the younger generation. It has opened a new way for brands to create a dialogue with their target audience, engaging the audience through activities that interest them – the example here being DOOH and Facebook.

The campaign saw an increase in the number of patrons to PANDORA Pavilion by 10% during the campaign period. PANDORA’s dedicated staff had the opportunity to promote PANDORA’s latest products to those who came into the store to redeem their gifts from participating in the Valentine’s campaign, converting some of them into buyers as well.

Instead of traditional one-way advertising, Brandavision made use of its creative resources and expertise in digital content creation to realise the PANDORA Valentine’s campaign that not only showcased the latest collections, but more importantly, an advertising that “talked” to the people and celebrated what matters.