Key Results
• Sales Increase: Achieved a 25% rise in sales during the Valentine’s Day season compared to the previous year.
• Audience Reach: Over 600,000 views across social media platforms, targeting men in the 25-45 age group.
• Customer Engagement: 40% of all purchases during the campaign period were attributed to first-time male customers.
The Challenge
Valentine’s Day is Pandora’s peak season, but in the Dominican Republic, men were not traditionally the brand’s primary shoppers. Despite Pandora being synonymous with heartfelt gifting, the challenge was to:
1. Break through stereotypes that jewelry shopping is difficult or overwhelming for men.
2. Convince men that Pandora jewelry is the perfect, meaningful Valentine’s Day gift.
3. Drive men into stores and online to make purchases for their loved ones.
The Solution
We crafted a targeted campaign to demystify jewelry shopping and position Pandora as the ultimate choice for Valentine’s Day gifts:
1. Influencer-Led Campaign
• Partnered with 10 male influencers across social media who were relatable, charismatic, and spoke directly to a male audience. These influencers shared their experiences choosing Pandora gifts for their significant others.
• Collaborated with female influencers who created content encouraging their partners to “surprise me with Pandora”.
2. Strategic Messaging
• Focused on simplicity and significance, highlighting Pandora’s curated Valentine’s Day collection as “the perfect way to say I love you.”
• Developed social media posts, video ads, and in-store signage with messaging like:
• “This Valentine’s Day, show her she’s one of a kind.”
• “Pandora – The gift she’ll cherish forever.”
• Featured key selling points, such as affordable luxury and customizable options, making the buying process easier for men.
3. Interactive Social Campaigns
• Launched the “Make Her Smile” challenge, encouraging men to share why their loved ones deserved Pandora gifts. Winners received personalized Pandora bracelets for their partners.
• Used polls and Q&A sessions on Instagram Stories to guide men through the gift selection process. For example: “What’s her style: classic or modern?”
4. In-Store Experience
• Created a “Men’s Corner” in Pandora stores with pre-selected gift sets and friendly staff trained to assist male customers with ease and confidence.
• Offered complimentary gift wrapping and personalized Valentine’s Day cards for every purchase, reinforcing the idea of Pandora as a thoughtful gift.
Execution and Results
1. Influencer Impact:
• Male influencers generated over 450,000 views and 15,000 interactions across Instagram and TikTok, reaching the target demographic effectively.
2. Social Media Engagement:
• The “Make Her Smile” challenge received 800+ entries, sparking heartfelt stories and generating emotional connections with the brand.
• Campaign content reached over 600,000 people, with engagement rates exceeding 6%.
3. Sales Success:
• Valentine’s Day sales increased by 25% compared to the previous year.
• 40% of all purchases during the campaign period were from first-time male customers.
• Gift set sales surged by 30%, thanks to the curated and pre-packaged options.
Key Takeaways
1. Speak Directly to Men:
Breaking traditional gender norms and creating targeted messaging simplified the decision-making process for male shoppers, making Pandora more approachable.
2. Use Influencers as Role Models:
Male influencers normalized jewelry gifting for their audience, while female influencers added aspirational encouragement, creating a balanced and effective strategy.
3. Make Shopping Easy:
From in-store assistance to curated gift sets and personalized touches, Pandora removed barriers for men who might feel intimidated by jewelry shopping.
Conclusion
Pandora’s Valentine’s Day campaign in the Dominican Republic proved that a targeted approach could convert an untapped audience into loyal customers. By speaking directly to men and making the gifting process effortless, Pandora not only boosted sales but also deepened its reputation as a go-to brand for meaningful gifts.
Ready to Inspire Your Audience?
Let’s create a campaign that wins hearts and drives results. Contact us today to get started!