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Battle of the Interns 2016: PANDORA
|	
  
|	
  
OUR ASSIGNMENT
BRIEF TIMEFRAME TARGET
Make PANDORA the
affordable luxury brand of
choice by strengthening
considerat...
|	
  
Target: Sentimentalist
I like to shower my loved ones with gifts.
	
  
How I ShopBeliefs & Attitudes
When I find a b...
|	
  
Target: Expressionist
I buy based on quality, not price.
	
  
How I ShopBeliefs & Attitudes
I buy brands that reflec...
|	
  
Target: Male Gifter
I shop around before I make a purchase.
	
  
How I ShopBeliefs & Attitudes
I am typically willin...
|	
  
INSIGHTS
Everyone experiences
and celebrates the
holidays differently.
76% of people would
rather give a gift than
r...
|	
  
OBJECTIVES
BRAND PERCEPTION
IN STORE SALES
|	
  
UNIQUE GIFT, UNIQUE ME, UNIQUE MOMENT
STRATEGY
|	
  
CHANNEL ALLOCATIONS
	
  	
  
AWARENESS
CONSIDERATION
PURCHASE
|	
  
UNIQUE GIFT
CABLE TELEVISION
|	
  
MarketShare Study: analyzed advertising performance across industry
and media outlets and found tha...
|	
  
Television
Purpose: To build awareness and create an affordable luxury
brand stature for Pandora Jewelry.
	
  Demo: ...
PRINT
November
Three 1/3 page
insertions
December
Three 1/3 page
insertions,
Third Page Cover,
Gift Guide
November
One 1 p...
UNIQUE ME
ADDRESSABLE TELEVISION
Delivers ads only to households in a brand’s true target
Expressionist
60 years old
Male GifterHHI ...
|	
  
•  Drive in-store visits and
purchases with
precision targeting
•  Plan is built to an
optimal frequency to
drive co...
SOCIAL
Promoted Pins
Geofilters
|	
  
INFLUENCERS
Joanna Gaines
HGTV
Jordan Spieth
Professional Golfer
Giada De Laurentiis
Food Network
Create cross-chann...
|	
  
Joanna Gaines
HGTV
Jordan Spieth
Professional Golfer
Giada De Laurentiis
Food Network
INFLUENCERS
WhoSay	
  
|	
  
Joanna Gaines
HGTV
Jordan Spieth
Professional Golfer
Giada De Laurentiis
Food Network
INFLUENCERS
WhoSay	
  
|	
  
Joanna Gaines
HGTV
Jordan Spieth
Professional Golfer
Giada De Laurentiis
Food Network
INFLUENCERS
WhoSay	
  
PROGRAMMATIC
|	
  
FEMALE + 37YRS
OLD + MARRIED+
HHI>$75k +
RECENTLY
SEARCHED FOR
JEWELRY
|	
  
PROGRAMMATIC
|	
  
MOBILE GEO-FENCING
|	
  
SPONSORSHIP
HOLIDAY PHOTO BOOTH
BUDGET ALLOCATION
|	
  Emarketer	
  Past	
  Holiday	
  Shopping	
  PaVerns	
  
|	
  
MEASUREMENT
BEFORE DURING AFTER
Use third party credit card
and first party sales data
Optimize programmatic
based o...
|	
  
REACH
25% 52%80%
PRINT DIGITAL TV
TO ACHIEVE
IMPROVED BRAND PERCEPTION
INCREASED SALES (ESP. IN-STORE)
✔
✔
Group	
  ...
|	
  
Create the perfect moment with
PANDORA this holiday season.
APPENDIX
|	
  
|	
  
Research Tools
MRI
Allocation of
budget across
channel types
The maximum
reach across
channels to
our target
Optimiz...
|	
  
Budget Breakdown
TV	
  
26%	
  
Addressable	
  TV	
  
10%	
  
Print	
  
8%	
  
SEO	
  
6%	
  
ProgrammaJc	
  
9%	
  ...
|	
  
Budget Breakdown
Male vs. Female
Geofencing	
  
23%	
  
Cable	
  	
  
58%	
  
Print	
  
7%	
  
Paid	
  
Social	
  
1...
|	
  
Addressable TV Defined
1  AUDIENCE BASED BUYING IN TELEVISION
•  Opportunity to minimize waste by targeting househol...
|	
  
Using Credit Card Data
•  Where are my customers spending when they’re not spending with me?
•  Gather third party d...
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Pandora - Pithos FINAL

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Pandora - Pithos FINAL

  1. 1. Battle of the Interns 2016: PANDORA |  
  2. 2. |   OUR ASSIGNMENT BRIEF TIMEFRAME TARGET Make PANDORA the affordable luxury brand of choice by strengthening consideration, purchase intent and reinforcement that PANDORA will make the perfect gift. Our Winter 2016 Campaign should inspire, educate, and motivate him/her throughout the to make her/him feel great about their purchase.   3 NOVEMBER 25 DECEMBER BUDGET $3.2MM Male $12.8MM Female $16 MILLION 80% EXPRESSIONIST “I love to play with my identity and explore different styles.”   SENTIMENTALIST “Wearing jewelry reminds me of special persons or moments in my life.” MALE GIFTER “I am looking for quick, easy gifts that I know she’ll love and makes her feel special.” FEMALE 25-49 FEMALE 25-49 MALE 25-49
  3. 3. |   Target: Sentimentalist I like to shower my loved ones with gifts.   How I ShopBeliefs & Attitudes When I find a brand I like to stick with it.  Being true to myself is important. I want to explore and learn about new things. I buy based on quality, not price.   Spending time with my family is my top priority. 75% married 67% Have children 75K+ income MediaMark  Research  Inc.     (25-49)
  4. 4. |   Target: Expressionist I buy based on quality, not price.   How I ShopBeliefs & Attitudes I buy brands that reflect my style.  I consider myself outspoken. I seek out variety in everyday life. I am willing to pay more for high-quality items   I believe that ‘life should be as fun as possible” 75% married 67% Have children 75K+ income MediaMark  Research  Inc.     (25-49)
  5. 5. |   Target: Male Gifter I shop around before I make a purchase.   How I ShopBeliefs & Attitudes I am typically willing to pay more for high-quality items.  Maintaining a long term commitment to friends and loved ones is important.. I am willing to take charge and get things done. When I find a brand I like, I stick with it. Spending time with my family is important. 81% married 70% Have children 75K+ income MediaMark  Research  Inc.     (35-49)
  6. 6. |   INSIGHTS Everyone experiences and celebrates the holidays differently. 76% of people would rather give a gift than receive one during the holidays   72% of people would rather give all the best gifts than receive all of the best gifts Unique Gift, Unique Me, Unique Moment Buggle,  Annabelle.  "46  Percent  of  Women  Think  Holiday   Shopping  Trips  Are  Worse  Than  the  DMV."  The  Huffington  Post.  
  7. 7. |   OBJECTIVES BRAND PERCEPTION IN STORE SALES
  8. 8. |   UNIQUE GIFT, UNIQUE ME, UNIQUE MOMENT STRATEGY
  9. 9. |   CHANNEL ALLOCATIONS     AWARENESS CONSIDERATION PURCHASE
  10. 10. |   UNIQUE GIFT
  11. 11. CABLE TELEVISION |   MarketShare Study: analyzed advertising performance across industry and media outlets and found that TV has the highest efficiency at achieving key performance indicators, or KPIs, like sales and new accounts. When comparing performance at similar spending levels, TV averaged four times the sales lift of digital. MediaMark  Research  Inc.     Nielsen  NaJonal  Toolkit    "Why  TV  Is  SJll  the  Most  EffecJve  AdverJsing  Medium."  AdWeek.    
  12. 12. |   Television Purpose: To build awareness and create an affordable luxury brand stature for Pandora Jewelry.  Demo: A25-54 Household Universe: 119.80MM   Impressions = GRP’s X Universe Impressions = 250 X 1198.00 Total Impressions = 299,500,000   Group  M  Proprietary  Data  
  13. 13. PRINT November Three 1/3 page insertions December Three 1/3 page insertions, Third Page Cover, Gift Guide November One 1 page Insertion December One 1 page Insertion November Two 1/3 page insertions December Three 1/3 page insertions, Gift Guide November One 1/2 page Insertion December One 1/2 page Insertion December Second Cover MediaMark  Research  Inc.     Hearst  CorporaJon  Media  Kits     Index: 209 Index: 160 Index: 168 Index: 164 Index: 203
  14. 14. UNIQUE ME
  15. 15. ADDRESSABLE TELEVISION Delivers ads only to households in a brand’s true target Expressionist 60 years old Male GifterHHI <$75K ©2016  MODI  Media  Intellectual  Property.  All  rights  reserved.  Proprietary  informaJon  of  MODI  Media,  GroupM     SentimentalistPrice-based shoppers
  16. 16. |   •  Drive in-store visits and purchases with precision targeting •  Plan is built to an optimal frequency to drive conversion (3x/wk, per targeted HH) •  Maximize unduplicated reach by leveraging the full scale of Addressable TV (44MM HHs) •  Post-campaign, measure the impact of the campaign through the lift in store traffic and purchases (test vs control) Dish DirecTV/ AT&T Cablevision Comcast Addressable Plan Total Addressable Footprint 9,000,000 13,700,000 3,000,000 18,000,000 43,700,000 (NY DMA only) Brand Opportunity Target Incidence 15.3% 15.3% Targeted Households 1,377,000 2,096,100 459,000 2,754,000 6,686,100 Estimated Reach 90% 90% 75% 50% 72% Est. Household Reach 1,239,300 1,886,490 344,250 1,377,000 4,847,040 Avg HH Frequency 12 12 12 12 12 Target HH Impressions 13,632,300 20,751,390 3,786,750 15,147,000 53,317,440 Budget Total Net + Fee Budget $313,000 $590,000 $132,000 $465,000 $1,500,000 ©2016  MODI  Media  Intellectual  Property.  All  rights   reserved.  Proprietary  informaJon  of  MODI  Media,  GroupM    
  17. 17. SOCIAL Promoted Pins Geofilters
  18. 18. |   INFLUENCERS Joanna Gaines HGTV Jordan Spieth Professional Golfer Giada De Laurentiis Food Network Create cross-channel integrations to drive engagement from the awareness built on TV WhoSay  
  19. 19. |   Joanna Gaines HGTV Jordan Spieth Professional Golfer Giada De Laurentiis Food Network INFLUENCERS WhoSay  
  20. 20. |   Joanna Gaines HGTV Jordan Spieth Professional Golfer Giada De Laurentiis Food Network INFLUENCERS WhoSay  
  21. 21. |   Joanna Gaines HGTV Jordan Spieth Professional Golfer Giada De Laurentiis Food Network INFLUENCERS WhoSay  
  22. 22. PROGRAMMATIC |   FEMALE + 37YRS OLD + MARRIED+ HHI>$75k + RECENTLY SEARCHED FOR JEWELRY
  23. 23. |   PROGRAMMATIC
  24. 24. |   MOBILE GEO-FENCING
  25. 25. |   SPONSORSHIP HOLIDAY PHOTO BOOTH
  26. 26. BUDGET ALLOCATION |  Emarketer  Past  Holiday  Shopping  PaVerns  
  27. 27. |   MEASUREMENT BEFORE DURING AFTER Use third party credit card and first party sales data Optimize programmatic based on what’s working Run tests to show intent lift and track campaign success
  28. 28. |   REACH 25% 52%80% PRINT DIGITAL TV TO ACHIEVE IMPROVED BRAND PERCEPTION INCREASED SALES (ESP. IN-STORE) ✔ ✔ Group  M  Proprietary  Data  
  29. 29. |   Create the perfect moment with PANDORA this holiday season.
  30. 30. APPENDIX |  
  31. 31. |   Research Tools MRI Allocation of budget across channel types The maximum reach across channels to our target Optimization of video spend across all platforms Past data of PANDORA and competitors’ placements Research of our target’s demographics & psychographics
  32. 32. |   Budget Breakdown TV   26%   Addressable  TV   10%   Print   8%   SEO   6%   ProgrammaJc   9%   Geo-­‐TargeJng   6%   Paid  Social   9%   Influencers   6%   Sponsorships   19%   Overall  Budget  (16MM)  
  33. 33. |   Budget Breakdown Male vs. Female Geofencing   23%   Cable     58%   Print   7%   Paid   Social   12%   Male Budget (3.2MM) Cable   17%   Addressable   TV   12%   Print   11%   Sponsorship   23%   Geofencing   2%   Influencers   8%   Paid  Social   8%   ProgrammaJc   12%   SEO   7%   Female Budget (12.8MM)
  34. 34. |   Addressable TV Defined 1  AUDIENCE BASED BUYING IN TELEVISION •  Opportunity to minimize waste by targeting households only within brand’s true target 2  SCALE (1/3 OF TV HHs) •  Current universe is 44MM HHs (DirecTV, Dish, Comcast, Cablevision) •  Projected to reach 60MM HHs by 1Q 2017 with Time Warner, Charter, Cox & Verizon 3  DATA AND TECHNOLOGY •  First and/or third party data to identify an audience and deliver incremental frequency on a 1:1 household basis • 4 POST CAMPAIGN MEASUREMENT •  Direct attribution measures the impact of households exposed to the addressable campaign
  35. 35. |   Using Credit Card Data •  Where are my customers spending when they’re not spending with me? •  Gather third party data to competitively match and conquest off who is shopping at our competitor's stores •  By seeing who shopped at Tiffany’s, Alex and Ani, or other competitors recently, we can target them with specialized ads to pull them to our stores •  Use for the expressionist target that we are trying to pull into stores since they may be currently choosing competitors over PANDORA •  Companies to use: Cardlytics, MasterCard •  How do I get my past customers to come back for more? •  Gather first party sales data to target those who have recently purchased PANDORA so they can expand their collection •  By seeing who recently bought PANDORA products, and often (since it is first party data) exactly what they bought, we can send them targeted messages •  Use for the sentimentalist target which often has purchased PANDORA •  By seeing what they purchased, especially charm vs noncharm products, we can tailor our targeted ads into what they are specifically interested in, driving a higher likelihood of purchase intent •  What to use: Personal, primary sales data collected from PANDORA stores and online purchases

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