Pandora

THE BRIEF

Pandora was set to celebrate its most significant calendar moment of the year: Valentine’s Day. Our mission was to amplify this celebration by engaging with both paid and earned influencers with a minimal budget on hand to promote Pandora’s key collection.

The strategy focused on leveraging influencer partnerships to highlight the brand’s connection to love and devotion, aiming to boost visibility and engagement during this key gifting season.

THE DELIVERY

To deliver on the brief, we implemented a strategic activation, focusing on reinforcing Pandora’s brand story, BE LOVE, and maximising the awareness of its key products.

We developed targeted tactics, including a barter collaboration with a leading florist in the region to enhance the gifting experience for earned influencers and secure high quality coverage.

We successfully gifted 25 prominent micro and macro influencers, effectively distributing the brand message across our target audience.

In delivering the campaign, we efficiently utilised our budget to engage two paid influencers, each tailored to unique target demographics, under the unifying theme of Pandora’s BE LOVE campaign.

This overarching message emphasises the reflection of love in diverse forms. The first influencer’s content focused on self-love, aligning with Valentine’s Day and Pandora’s commitment to celebrating love in all its forms.

The second influencer explored the theme of love from a husband and wife’s perspective.Each influencer’s content was specifically crafted to resonate with different aspects of love, seamlessly integrating into Pandora’s broader BE LOVE narrative.

This approach not only diversified our message but also reinforced the brand’s global campaign, ensuring amplified visibility and engagement.

THE OUTCOME

• Earned Influencers Outcome – Secured coverage from 80% of the 25 targeted influencers, with a total reach of 8,403,830 (the number of unique individuals exposed to the content) and impressions of 528,614 (the number of times content was displayed), with an average engagement rate (ER) of 3.15%, indicating the proportion of interactions relative to reach and impressions.
• Paid Influencers Outcome – Secured a reach of 2,972,900, impressions of 1,360,100, with an average engagement rate (ER) of 9.39% which is significantly higher than the benchmark in this region, and achieved a Return on Investment (ROI) of 2.75%.
• Managed brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and resonated with our target audience.