Case: Pandora
How Pandora changed its approach to insights and activation to break through competitive clutter during Mother’s Day.
Challenge
Pandora has long excelled at using commercial insights and advanced analytics to enhance their sales and product marketing strategies, particularly during KCP’s like Mother’s Day. Pandora had reached a glass ceiling of impact using its current mix of insights and hard product and sales focus and was looking for other ways to improve relevance and boost differentiation during brand-clutter moments like Mother’s Day.
To address this, Pandora set out to make their KCP Campaigns Strategy more relevant to consumers. They wanted to better understand consumer conversations and affinity spaces, recognizing the power of consumer-centricity and cultural relevance in unlocking new avenues for brand building and growth, and establish new drivers of multi-channel brand activation.
Solution
To establish a baseline of insights, Mano conducted an Insights & Data Assessment that helped all stakeholders align on what gaps they had in terms of understanding how they could accelerate brand relevance. Mano developed a Mother’s Day Insight & Activation Compass for Pandora, rooted in the data and insights already sitting inside Pandora, and powered new Category, Culture and Conversational Insights. The approach to mapping activation opportunity spaces offered a holistic view of the occasions and subjects Pandora could tap into and turned these insights into actionable and implementable recommendations for campaigns.
For one of these key occasions, Mother’s Day 2023, Mano provided Pandora with campaign territories that would allow the brand to not only differentiate from competitors and catch consumers' attention but also retain it and build lasting emotional connections that could support brand growth.
Armed with insights from analyzing consumer conversations and competitor activity around Mother's Day and Pandora's chosen theme, 'Multifaceted Motherhood,' Mano identified three promising campaign territories. These aligned with Pandora's brand identity and objectives and came with tailored engagement recommendations.
By layering consumer engagement spaces with competitor positions, Mano’s Conversational Map™ identified blue ocean’s for Pandora’s communication and brand activation for Mother’s Day.
One of the findings was related to “portraying diversity in family structure and bonds” to help broaden the affinity-reach and inject progressive relevance. It built on an understanding that while consumer conversations around the holiday had long reflected the evolution in family structures, representation in Mother’s Day campaigns was still trapped in outdated clichés of family bonds.
Impact
The solution provided Pandora with the missing pieces of its insights mix to ensure a comprehensive understanding of what drives consumer behavior around key occasions, and how to effectively differentiate from competitive noise. Bridged with a competitive analysis and Pandora’s commercial insights it delivered real value to Pandora’s teams through easily implementable and actionable recommendations for campaigns.
Pandora Mother’s Day 2023 campaign: Watch our 2023 Mother’s Day film.
For Mother’s Day, Mano's recommendations not only broadened the campaign's resonance, reaching a wider audience but also infused a progressive spirit that resonated with modern values, all while fostering a lasting emotional connection with the audience - significantly elevating the campaign's impact and appeal.
Pandora recognized the value of this approach and extended its application to all KCP campaigns, regularly leveraging Mano's Compass™ to update and adapt the insights to stay attuned to evolving culture, consumer conversations, and competitor dynamics. The collaboration proved so effective that Pandora not only embraced the approach in their campaigns but continues to commission new compasses to drive ongoing success and differentiation across their marketing efforts.