Towards most loved – create a strong connection with consumers in the here and now

2. 1982
COPENHAGEN

3. Present in more than 100
countries across 6 continents

4. Over 8.9 million
Facebook followers

5. 122 million pieces of jewellery
crafted in 2016

6. 8,100 points of sale globally,
including 2,100 concept stores

7. 21,500 people
employed globally

8. EUR 2.7 billion in revenue
in 2016, which is 21% up
from 2015

10. Brand Identification
Brand Value
Brand Action
.
.
.

13. The things she wants has changed.
Her aspirations have changed.
Her behaviours have changed.
The way she shops has changed.
The things she craves have changed.
Her key life moments have changed.
What she celebrates has changed.
Her priorities have changed.
Her relationships have changed.

14. T h e n e w - a g e
c u s t o m e r s a r e
l i v i n g f o r t h e
h e r e - a n d - n o w ,
u n a p o l o g e t i c
a n d v i b r a n t

15. T h e y a r e
c h a n g i n g
c u l t u r e t o o n e
o f n e w
f e m i n i n e
e t h i c s a n d
c o d e s

18. PRODUCT
PEOPLE
PLANET

20. 1. Be inspiring – contemporary, vibrant and
meaningful
2. Be unique to PANDORA and to speak about our
strengths
3. Be punchy and stand out
4. Be more than a line – a platform to spark
engagement and activation, and drive action

23. GOING FORWARD
Fun, vibrant and full of energy
Consumer focus – give a true
representation of our consumers
DO message
PREVIOUSLY
Static
Product driven
Tactical message

25. Positive
Inspiring
Empowering
Strong
Acting with confidence
Speaking in a bold voice
DO MESSAGE

26. Show the world
what you're made of
in beautifully crafted,
hand-finished
sterling silver.

30. FLEXING THE DO CAMPAIGN
ACROSS TOUCHPOINTS
DO Message
&
Brand Pillars
PR
ATL
Social
Digital
Retail
Film

31. INSPIRE
New-age consumer needs to be aware of
the subject matter and convinced prior to
seeing ATL communication.
GO BIG
She will choose to engage, and ATL will thus become
a confirmation of her early support.
ENGAGE
Ongoing social engagement allows her to participate
in the campaign further
We will reach her through:
Influencers
PR
ATL
Social

32. MEET THE
#DOPANDORA
COLLECTIVE

33. #DOPANDORA COLLECTIVE - SG

34. INFLUENCERS - HK

35. INFLUENCERS - HK

36. INFLUENCERS - HK

37. INFLUENCERS - HK

38. PR EVENT - GLOBAL

39. PR EVENT - AUS

40. PR EVENT - SG

41. PR EVENT - HK

42. BUS BODY - AUS

43. BUS BODY - SG

44. BUS SHELTER - AUS / SG

45. TRAIN BODY - AUS

46. MINI COOPERS - AUS

47. TRAM BODY - HK

48. SUBWAY - SG / HK

49. POP-UP - HK

50. POP-UP - CN

51. Build
Consideration
Build
Brand Loyalty
Promote authenticity and quality to improve
our credibility and overturn women’s
inaccurate perceptions of our brand.
Improve brand empathy and frequency in
social feeds to establish PANDORA as a brand
that women can buy on any occasion, for any
occasion.
Rely on trusted influencers and bloggers to
tell their story and ours, and improve brand
relevance through social media.
Build
Advocacy
ONGOING SOCIAL ENGAGEMENT

52. FACEBOOK

54.  100% RJC (Responsible Jewellery Council) certified silver
and gold grain suppliers
 199 participants from key suppliers received ethics
training from PANDORA
 2.7 billion stones set into our jewellery with vast majority
being man-made
 >85% of our total sourcing value audited by external
experts
 ISO9001 quality management certification
 PANDORA supports the development of new responsible
silver certification schemes
Be proud to
wear,
crafting our
products with
integrity.

55.  5,000 books available in the library
 600,000 e-learning sessions completed
 +18,000 visits to the education center
 19,000 Thai colleagues including their family members
went to a local fun park at the yearly company outing
 14.2 hours of class room training given to every crafting
colleague on average
 Special benefits for pregnant employees
 3.3% employee turnover in Thailand
No cutting
corners,
we treat our
people well.

56. Protecting the
planet,
minimizing our
environmental
impact.
• 86% recycled gold
• 91% recycled silver
• 86% recycled waste at our crafting facilities
• 100% recycling all of our gypsum, glass and rubber waste
• 100% of recyclable FSC-certified paper bag
• A flagship green facility built at Lamphun to LEED
(Leadership in Energy and Environmental Design) standards
• Consumes 18% less energy and 45% less water than
conventional jewellery crafting facilities

57. RELEVANT – represent her reality
ASPIRATIONAL – jewellery of expressing “me”
AUTHENTIC – act with integrity
Act, live and breathe across every touchpoint.
To summarize…