Pandora Launches E-Commerce-Focused Campaigns

By Julian Thumm | 22 Mar 2016

Denmark-based jewellery retailer Pandora has launched two new campaigns, with the Australian campaign designed to drive e-commerce traffic.

Pandora has launched two new multichannel digital campaigns designed to increase e-commerce traffic. The global campaign entitled ‘Unique As We Are’ specifically targets women “as unique individuals, and as powerful collectives.” The Australian and New Zealand campaign, entitled Style Edit, sees Pandora partnering with bloggers and influencers to showcase the new collection and provide style tips and inspiration.

According to Pandora, the Unique As We Are campaign “portrays the individual uniqueness and collective diversity of women in the 100 countries across six continents where Pandora is present.”

“Unique As We Are is a bigger celebration of women today. With this campaign we’re going one step further than we ever have before to connect with women around the world and cherish what makes them unique, independently and together,” explain Stephen Fairchild, senior vice president and chief creative officer at Pandora.

“Our ambition is to connect with women on a deeper emotional level and inspire them to do the same.”

Together with the Unique As We Are campaign, Pandora Australia/New Zealand is running a campaign called Style Edit, designed to showcase the new Poetic Blooms collection.

“The Style Edit campaign is the perfect way for us to give our online consumers inspiration for how they can style pieces from new Poetic Blooms collection,” said Alec Goins, digital marketing and e-commerce manager, Pandora Australia/New Zealand.

The multi-platform campaign is designed to drive traffic through the Pandora online store.

“We’ve created an immersive experience on where users can shop the pieces showcased in each look or add them to their wish list with a hint. There is also a competition where users can vote for their favourite look from the shoot for the chance to win jewellery from the new collection,” said Goins.

“We’ve partnered with key publications such as InStyle and Marie Claire online to amplify the campaign and drive consumers back to to experience the content, using images and a behind the scenes video from the campaign.”

The Style Edit campaign sees Pandora partnering with bloggers and influencers to showcase the new collection and provide style tips.

Pandora launched its Australian online store late last year. “A key component of our e-commerce strategy has been to align the online store with the in-store experience, mirroring the stylish aesthetic of Pandora concept stores,” said Goins.



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