A new digital strategy for Gen Z audiences.

Their story

Pandora is the world’s largest jewellery brand. The company designs, manufactures and sells hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through more than 6,500 points of sale, including online stores in different markets including Argentina, Brazil and Mexico in Latin America.

The challenge

Pandora has a long term omnichannel vision for their business and digital has been positioned right at the center, focusing on creating a ‘digitalised brand experience’. Their challenge was to grow sustainable through increased sales and visibility after re-launch the brand and eSTORES in Latin America, particularly in Argentina, Brazil and Mexico.

Services Provided

The goal

Pandora wanted to attract more consumers to wear and collect bracelets and charms during the period 2018-2020. A market study showed the following results:

• 73% of consumers building a bracelet full of charms will now go on to purchase a new bracelet and buy more charms. 
• 74% of non-owners who would consider Pandora have little knowledge about Pandora or the charms products. 
• 33% of consumers have several bracelets and charms which they wear for different styles (51%) and moods (50%). 

Based on those statics, Pandora goals were:

• Make the brand como alive.Express the brand in a culturally relevant and sharp way cross all touch-points to re-excite consumers to actively engage.
• Step change jewellery collection. “Attract-wear-collect” of more bracelets and charms, complemented by other categories.
• Push digital growth. Continue to accelerate online sales using social paid media and paid search.

The solution

To uncover what was happening in the digital channel, we audited each campaign in Google Ads and Meta Ads to visualize costs per acquisition. This allowed us to see where we could optimize and led to serious cost savings.

A New Campaign Structure approaching engagement and new user acquisitions.

To reach the goal of re-engage past purchasers and find new users, we developed a strategy based on remarketing audiences, databases, offline conversions and targeting new audiences related to Gen-Z, Millennials and younger consumers. 

We worked proactive to build and save valuable audiences to run them into different types of campaigns such as : search, discovery, video ads, dynamics ads and carousels.

Golden Rules to shine like a bracelet.

• Use defined audiences. 
• Split campaigns into branded and non branded.
• Use multiple creatives per ad group.
• Use dynamic ads on Facebook and responsive on Google. 
• Implement local campaigns for the different markets.
• Run campaigns on Google Shopping Standard and PMAX.
• Use Target ROAS bidding. 

The results

Pandora has a long term omnichannel vision for their business and digital has been positioned right at the center, focusing on creating a ‘digitalised brand experience’. Their challenge was to grow sustainable through increased sales and visibility after re-launch the brand and eSTORES in Latin America, particularly in Argentina, Brazil and Mexico.