Pandora Promo, Case study BUILD YOUR OWN BRACELET by Ium

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BUILD YOUR OWN BRACELET

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Industry Jewelry
Media Promo & PR, Case study
Market Denmark
Agency Ium
Released November 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: PANDORA
Product/Service: JEWELLERY APP
Date of First Appearance: Nov 1 2010
Entrant Company: IUM, Copenhagen, DENMARK
Entry URL: http://apps.facebook.com/pandorajewelry/
Chief Innovation Officer: Christian Strand (IUM)
Digital Strategy Director: Jonathan Lang (IUM)
Founder/ Chief Executive Officer: Morten Søderquist Lie (MINGLER)
Founder/ Chief Technical Officer: Ulrik Bo Larsen (MINGLER)
Media placement: Banner - Viral Seeding On A Large Number Of Websites And Communities - 1 November 2010
Media placement: Facebook Social Ads - Facebook - 1 November 2010
Media placement: Google Ad Words - Google - 1 November 2010

Insights, Strategy & the Idea
PANDORA is one of the world’s largest jewellery brands and its contemporary twist on the classic charm bracelet took the market by storm when it launched in 2000.

The patented ‘Moments’ bracelet now sells across six continents, with the range of 600 charms, everything from diamond and gold pieces to simple silver charms, enabling every woman to express her individuality by creating a unique bracelet.

Its worldwide appeal gave PANDORA a substantial presence in social media, where women discussed the brand and what the different charms symbolised. But these fragmented dialogues made it hard for PANDORA to maximise the buzz surrounding the brand.

To retain brand control, while leveraging its inherent social DNA, PANDORA needed a social media campaign centred on the charms themselves. We devised a unique application to help users access brand information and create sub-communities which would then provide invaluable insights for PANDORA’s marketing and product development.

Creative Execution
PANDORA’s ‘Moments’ bracelet had become a facilitator of social media dialogue between women, much of it surrounding the meaning of different charms. To foster a mutual sense of connection between fans and the product, we launched a unique application into seven focus markets with different cultural and linguistic heritages.

The application had a special ‘taxonomy’ feature that let users assign values to specific charms by choosing between 35 predefined words (eg. ‘love’, ‘hope’, strength’). We intended the feature to inspire users and help them share personal sentiments.

We supported the launch with a paid-for campaign comprising:

- Facebook social ads, with 20 different themes based on existing tracking data and archetype studies (more than 100 ads in all translated into seven languages).

- A search campaign incorporating 8000+ keywords and phrases.

- Viral seeding conducted through banners where the latest bracelet designs were xml-fed into the banners in real time.

Results and Effectiveness
The campaign far exceeded all PANDORA’s initial KPIs and success benchmarks:

- Unrivalled involvement levels for a luxury brand, with over 575,000 applications installed, over 112,000 bracelets designed and over 43,000 “likes”.

- Unprecedented user engagement levels with 61,000 posts on the application Wall and more than 330,000 unique actions through the application.

- The Facebook campaign alone over-performed 1000% in conversion from click-to-install.

- A review on Insidefacebook.com highlighted the application as ‘best practice’.

- The viral synergy helped PANDORA’s Facebook page go from 40,000 to 240,000 fans – without compromising PANDORA’s brand and position.