Pandora Asia Pitch

PANDORA
DRIVING AWARENESS, COMMUNITY & SALES
29th MAY 2013

CONTENT
CONTENT | PANDORA | 29th MAY 2013
1. TEAM PANDORA
2. UPFRONT CREDENTIALS
3. THE BRIEF
4. TARGET AUDIENCE
5. LANDSCAPE
6. STRATEGIC PLANNING
7. CREATIVE
8. COMMUNICATION STRATEGY & IMPLEMENTATION
7. ROLLOUT PLAN
8. EXPECTED RESULTS
9. REGIONAL MANAGEMENT
9. REPORTING, ANALYTICS & TECHNOLOGY
10. COSTS

TEAM PANDORA
YOUR TEAM | PANDORA | 29th MAY 2013

COMPETENCY
UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013

FOOTPRINT
Current Office
New Office (2013)
Supporting regionally for existing clients
SG – (HQ)
PH
MY
TH
CN
ID
TW
NZ
VT
HK
JP
KR

CLIENT

AWARDS & ACCREDITATIONS

INSIGHT
Online is the number 1 place where
business decision makers get their
information. Yet the financial industry
has been slow to move marketing
budget into digital
CHALLENGE
Grant Thornton are relatively small
compared to the big 4 and are easily
outspent. Our main obstacle was to
outshine the big spenders with limited
resources.
RESULTSSOLUTION
• Identify what business content is
most searched for and most relevant
to our target audience.
• Develop and seed that type of
content in digital environments for
business decision makers to find.
• Take advantage of the of the brand
association from the content and
drive prospects to the Grant
Thornton site through a fine tuned
SEO strategy
BRIEF
With limited budget, Grant Thornton,
a global accountancy firm, wanted to
increase their visibility and drive traffic
to their site for pospective clients and
talented recruits alike.
One of the core requirements was to
showcase Grant Thornton content.
We were asked to undertake Market
Research, Content Seeding, creative
production, Digital Consultancy and
SEO in 7 markets: SG, MY, CN, NZ,
TW, VT, IN.
Infographics in GT SEO Handbook
GT markets in the region
GRANT THORNTON – REGIONAL CONTENT & SEARCH

DEWAR’S

MALAYSIAN AIRLINES– GLOBAL ECOMMERCE AND PRODUCTION
UPFRONT manage:
1. $5 million worth of daily booking
across 19 markets
2. Hundreds of banners a month
for routes and offers
3. Hundreds of website updates

1. Pandora’s key focus areas are to increase brand awareness, drive
customer acquisition, create brand desirability and increase customer
engagement on social channels in the Asian markets
2. The market segments are:
- Tier 1: China, Japan, South Korea and Hong Kong
- Tier 2: Taiwan, Singapore, Malaysia
3. The following need to be considered for the Asian market:
- Brand positioning
- Platform adaptation
- Campaign and content adaptation
- E-commerce
- Social integration
- Fan generation
- Mobile integration
- Target and KPI definition
THE BRIEF
THE BRIEF | PANDORA | 29th MAY 2013

PRIMARY TARGET AUDIENCE: WOMEN
TARGET AUDIENCE | PANDORA | 29th MAY 2013
• Age: 25-49 years old (focus: age 30-35)
• Mid-lower to mid-upper income level
• Working or at home with children
• Married or in a relationship
• Gift buyers and self purchase
• Medium fashion interest, looks for timeless design, genuine materials
• Researches purchases, planned shopping behavior
• Average shopping Expense
• Makes a special effort to find the right gift to bring joy

SECONDARY TARGET AUDIENCE: MALE GIFT BUYERS
TARGET AUDIENCE | PANDORA | 29th MAY 2013
• High income segment
• Age: 25-49 years old
• Married or in a relationship
• High Average Shopping Expense
• Considers design/brand, price and recommendation from friends/sales personnel when shopping
• Search purchases prior purchase, planned shopping behavior
• Men give gifts to please and get recognition

GLOBAL INTERNET POPULATION
46.60 %
47.50 %
48.70 %
50 .40 %
44 % 45% 46% 47% 48% 49% 50 % 51%
Asia Pacific
Europe
Latin America
North Am erica
Regional Internet Population (15+)
Source: comScore Media Metrix, 2011
Tier 2
4,177,134
1,073,162
4,031,900
1,211,623
8,700,318
20,271,054
114,056,000
4,507,136
1,014,701
4,733,100
1,127,417
11,867,809
25,281,877
171,084,000
Malaysia
Singapore
Taiwan
Hong Kong
South Korea
Japan
China
Internet Population of Women and Men 25-44 Age
Men Women
Tier 1
LANDSCAPE | PANDORA | 29th MAY 2013

WOMEN AND MALE 25-45 INTERNET USAGE
Source: BCG Research, Business Insider, Nielsen
Tier 1 Tier 2
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
China Japan South Korea Hong Kong Taiwan Singapore Malaysia
Search
Social Networking
Email
News
Instant messaging
WomenMen
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Search
Social Networking
Email
News
Instant messaging

SEGMENTATION OF FEMALE CONSUMERS
Source: Forrester, Social Technographic Profile Tool, 2010
ACTIVE
Creators
(make the social content consumed by
others)
Critics
(respond to content from others)
Collectors
(organize content for themselves or
others)
PASSIVE
Spectators
(monitor consumer social content)
Joiners
(connect in social networks)
Forrester Research Segmentation Model
•Active “Influencers” - Publishing blogs, uploading videos, creating and commenting on content,
contributing to forums.
•Passive “Followers” – Reading blogs and forums, watching videos from other users, visiting different
social networking communities

40%
48%
62%
53%
46%
45%
54%
60%
52%
38%
47%
54%
55%
46%
Malaysia
Singapore
Taiwan
Hong Kong
South Korea
Japan
China
Active Passive
Tier 1
Tier 2
TWO SEGMENTATION GROUPS

10%
19%
15%
17%
21%
20%
20%
14%
16%
22%
13%
19%
20%
19%
16%
13%
25%
24%
6%
5%
14%
28%
24%
23%
22%
22%
17%
14%
32%
29%
15%
24%
32%
38%
32%
Malaysia
Singapore
Taiwan
Hong Kong
South Korea
Japan
China
Creators Critics Collectors Joiners Spectators
DETAILED SEGMENTATION OF FEMALE CONSUMERS BY COUNTRY
Tier 1
Tier 2

BRAND MATRIX
• The brand matrix was prepared based on 2 variables:
brand perception and price point. To define the brand
perception, we prepared a survey, which was distributed
in the APAC region. A sample of 100 women ranked a list
of brands. The collected data was sufficient enough to
estimate brand perception index for each brand and
distribute them accordingly along the “everyday wear-
special occasions” axis.
• In order to estimate the price point, we focused on the
charms’ prices for each brand. Afterwards, we were able
to distribute them along the “luxury-mass” axis.

OUR JEWELRY SURVEY INFOGRAPHICS

PANDORA’S SOCIAL PRESENCE
• In order to observe the social presence of the competitor’s brands, we used a social monitoring tool (ThoughtBuzz),
which captures the brands’ mentions for a 4 months period. We specified a list of keywords which were expected to be
mentioned together with the brand. The keywords included ‘charms’, ‘bracelets’, ‘jewellery’ in English and in the local
language.

Bran
d
CULTURAL INSIGHTS
1. In Chinese culture it is a “privilege” to be the one gifting rather than
receiving, because it means that you are blessed with wisdom.
2. In Japan, they follow the rule of sanbei gaeshi (return three time over).
So after receiving a gift from the women on February 14, the men have to
return a gift that is double the size and cost of the one received on White
Day (March 14). Expensive confectionery leaves a good impression. Lingerie
and jewelry get bonus points.
3. Korea too celebrates a similar tradition to Japan, although it is not as
stringently followed.

Bran
d
PRODUCT INSIGHTS
1. It takes time (about 30 minutes) to put together a Pandora Bracelet.
2. It takes effort to match the charms to a loved one’s unique
qualities in order to build a bracelet.
3. The experience of making the time, making the effort and putting together a
personalised bracelet gets under your skin.
4. As an additional storytelling device, we have explored the insight that
couples in love leave little sweet nothings on post it notes for their partners
to discover as a pleasant surprise.

STRATEGIC PLANNING | PANDORA | 29th MAY 2013
Brand
PANDORA
Brand Essence
My Story. My Design.
STRATEGIC PLANNING
My style. My sign. My story. My Design.
(30 minutes to put a bracelet together)
Brand Experience

INSIGHTS
• People are more likely to buy a Pandora bracelet
as a gift for their loved ones
• It takes time, effort and intimate knowledge of a
loved one in order to create a unique bracelet
• Basically, you really need to care to create your
own story and your own design for someone
Bran
d
TARGET AUDIENCE
• Women (20-39), focus 30-35
• Men (Gift Buyers)
• Women (Gift Buyers)
STRATEGIC PLANNING

DIFFERENCE
• Tiffany owns love
• Swarovski owns occasions
• Chow Tai Fook owns weddings
• Pandora owns uniqueness (through My Story.
My Design)
Bran
d
COMPETITION
Tiffany, Swarovski, Links of
London, Thomas Sabo,
Trollbeads, Chow Tai Fook
STRATEGIC PLANNING

Bran
d
Brand
PANDORA
IDE
A
Brand Essence
Br
an
d
TARGET AUDIENCE
• Women (20-39), focus 30-35
• Men, Women (Gift Buyers)
COMPETITION
Tiffany, Swarovski, Links of
London, Thomas Sabo,
Trollbeads, Chow Tai Fook
INSIGHT
• People buy a Pandora bracelet as a gift
• It takes time, effort and knowledge of the other person
for the bracelet to be put together
• Basically, you really need to care to create your own
story and your own design for someone
STRATEGIC PLANNING
IDEA
Bring to life how personal stories
shape bracelet design.
DIFFERENCE
• Tiffany owns love
• Swarovski owns occasions
• Chow Tai Fook owns weddings
• Pandora owns uniqueness (through My Story. My
Design)

Communication
Strategy
WHAT
HOW
PUSH PULL
Content
CO-CREATIONCONVERSATION
COMMUNICATION STRATEGY
Love it. Lost it.

INSPIRATION
CREATIVE | PANDORA | 29th MAY 2013

CONFIDENCE

GRACE

MY SIGN MY DESIGN

HOW IT MIGHT LOOK IN SITUATION

FACEBOOK PAGE

BANNER AD

YOUTUBE

TWITTER

CAMPAIGN FLOW

AD

EXPANDABLE WEB BANNER

FACEBOOK APP

WEIBO (新浪微博)

CYWORLD

LOVE-IT

LOST-IT

PROFILE SETTING
Tag Your
partner or
friends for
the post.

PRIVATE MESSAGE VERIFICATION
Partner or friends will receive private message for
verification of post.

30 MINUTES, 30 DAYS

INCENTIVE

MOBILE APP

WEBSITE LOGIN

CHARMS RECOMMENDATION

PAYMENT

VALENTINE’S DAY (TARGETING MALES)

MOTHER’S DAY (TARGETING FEMALES)

COMMUNICATIONS STRATEGY &
IMPLEMENTATION

PANDORA 2013 COMMUNICATIONS FRAMEWORK
COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
BIG IDEA COMMUNICATIONS
AWARENESS
ENGAGEMENT
E-COMMERCE
WEBSITE
Mobile
Social
HK CN JP KO TW SG MY
T1 T2
PREMIUM
DISPLAY MEDIA
SEO / SEM
NETWORK
DISPLAY MEDIA
EDM
FACEBOOK ADS
BLOGS
CREATIVE OBJECTIVES TOUCHPOINTS
denotes premium buys for special seasons

DAY IN A LIFE
6:00 am – 9:00 am
(Morning Drive Time)
9:00 am – 12:00 pm
2.00 pm – 5:30pm
12:00 pm – 2:00 pm
(Lunch hour)
8:00 pm onwards
5:30 pm – 8:00 pm
(Evening Drive time)
Mobile Social Online Chat Surfing the net

TARGET GROUPS TOUCHPOINTS
WOMEN, 25-49,
mid-upper income segment
MEN, 25-49,
upper income segment
Display Banners on
Fashion Sites
Facebook Ads
EDM
Blogger Engagement
SEM
Display Banners on
News Sites
Facebook Ads
EDM
SEM

TOP FASHION SITES
CHINA
JAPAN
KOREA
HONGKONG
TAIWAN
SINGAPORE
MALAYSIA
Source: Comscore, Alexa, Jan 2013

TOP NEWS SITES
CHINA
JAPAN
KOREA
HONGKONG
TAIWAN
SINGAPORE
MALAYSIA
Source: Comscore, Alexa, Jan 2013

OVERVIEW OF MEDIA ACTIVATIONS
TARGET
AUDIENCE
LAUNCH E-COMMERCE
DISPLAY NETWORK
TOP FASHION SITES
DISPLAY NETWORK
TOP NEWS SITES

PREMIUM DISPLAY

FACEBOOK AD

FACEBOOK AD
JR Ramirez, Anjo Miranda and Peter Manus
used Love it , Lost it
Love it, Lost it
JR Ramirez, Anjo Miranda And
Peter Manus used Love it, Lost it.

BLOGGER ENGAGEMENT
Tier 1 Tier 2
China Japan Korea Hong Kong Taiwan Singapore Malaysia
tiffanywang.net
candykawaiilover.bl
ogspot.com
parkandcube.com superwowomg.com wretch.cc/blog/joanneme crystalphuong.net ami.sptnkswthrt.com
meijias.blogbus.com
bittenbefore.com/tok
yolife/
thisisafashionblog.c
om
elleiconlee.com wretch.cc/blog/FioFangFang .hollyjean.sg plusizekitten.com
aeccrnticgirl.blog.163.com
mari-to-
nori.blogspot.jp
blog.naver.com/jjco
mmaj
popbee.com
deankoontz1109.pixnet.net/bl
og
ilovebunny.net rebeccasaw.com
Space.yoka.com/blog/787
523
tokyofashiondiaries.
com
blog.naver.com/rjhg
reat
mandsandthensome.blogs
pot.hk
Wretch.cc/blog/benshee Thydowager.com Cheeserland.com
Blog.sina.com.cn/appler9
69
veryweb.jp/diary
blog.naver.com/bye
youandme
Aladygirl.blogspot.com
Myfatpocket.com/fashion/2.ht
ml
Belluspuera.blogspot.com Chuckei.com
TIER 1 TIER 2
• Engage stylish and fashion-oriented
bloggers who are opinion leaders in
their markets
• Let them experience the art of choosing
the right Pandora charms that will show
off their individualities
• Advertorials to be read in their high
reach blogs, which will then be shared
in their social networking pages

BLOGPOSTS

DISPLAY

SEARCH
Gift bracelet jewellery

TOP SEARCH KEYWORDS
CHINA JAPAN KOREA HONGKONG TAIWAN SINGAPORE MALAYSIA
(sterling silver jewelry)
纯银首饰
(pandora bracelet)
パンドラブレスレット
(pandora bracelets)
판도라 팔찌
(ring)
環
(bracelet)
手鐲
pandora jewelry pandora jewelry
(silver earrings)
银耳环
(pandora jewelery)
パンドラジュエリー
(bracelets)
팔찌
(necklace)
項鏈
(gold bracelet)
黃金手鐲
bracelet pandora beads
(silver bracelet)
银手镯
(bracelet)
ブレスレット
(earrings)
귀걸이
(jewelry)
首飾
(earrings)
耳環
bracelets bracelet
(sterling silver bracelet)
纯银手镯
(gold bracelet)
ゴールドブレスレット
(pearl earrings)
진주 귀걸이
(bracelet)
手鐲
(sterling sliver earrings)
純銀耳環
earring bracelets
(pendant)
坠饰
(earrings)
イヤリング
(necklace)
목걸이
(pendant)
垂飾
(necklace)
項鍊
earrings Charm bracelet
(pearl earring)
珍珠耳环
(pearl earrings)
パールイヤリング
(pendants)
펜던트
(earrings)
耳環
(gold necklace)
黃金項鍊
necklace earring
(pandora jewelry)
潘多拉珠宝
(pendants)
ペンダント
(gold necklace)
금 목걸이
(fine jewelry)
高級珠寶
(pendants)
墜飾
necklaces earrings
(pandora shop)
潘多拉网店
(gold pendants)
ゴールドペンダント
(ring)
반지
(jewelry stores)
珠寶店
(white gold rings)
白金戒指
ring Charm
(silver jewelry)
银首饰
(necklace)
ネックレス
(friendship rings)
우정 반지
(gold jewelry)
黃金珠寶首飾
(rings)
戒指
rings charms
(jewelry)
珠宝
(necklace chain)
ネックレスチェーン
(charms)
부적
(fashion jewelry)
時尚飾品
(engagement rings)
訂婚戒指
engagement ring rings
(necklace)
项链
(rings)
リング
(jewelry)
보석
(fashion accessories)
时尚配饰
(charms)
飾物
engagement rings ring
(ring)
戒指
(ring design)
リングデザイン
(fashion accessory)
패션 악세사리
(pandora jewelry)
潘多拉飾品
(jewelry)
珠寶
charm gold ring
(engagement ring)
订婚戒指
(charms)
チャーム
(good luck charms)
행운 부적
(charms)
魅力
(gold ring)
黃金戒指
charms jewelry
(jewelry online)
珠宝网上
(jewelry)
宝石
(fashion rings)
패션 반지
(jewelry shop)
珠寶店
(white gold necklace)
白金項鍊
jewelry jewellery
Tier 1 Tier 2
Source: Google Keywords Tool, Nov 2012

CAMPAIGN TIMELINE
JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
Brand
Workshop
A/W
Launch
Planning &
Creative At-
Work
Christmas
Campaign
Valentine's
Campaign
Mother’s Day
Campaign
E-Commerce
Launch
Branding &
Awareness
Brand
Response
Brand
Response
JUN JUL
E-Commerce E-Commerce
ROLL OUT PLAN| PANDORA | 29th MAY 2013

SELECTED SEASONS
AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
A/W Collection Christmas Valentine’s Day
KR
JP
TW
White Day
KR
JP
CN
HK
MY
SG
TW
KR
JP
CN
HK
MY
SG
TW
KR
JP
CN
HK
MY
SG
TW
Mother’s Day
KR
JP
CN
HK
MY
SG
TW
ROLL OUT PLAN| PANDORA | 29th MAY 2013

MARKET SEGMENTATION & DELIVERY

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
China Japan Korea Hong Kong Taiwan Singapore Malaysia
Budget
Allocation
35% 25% 15% 5% 7.5% 5% 7.5%
Online Banners 30% 39% 39% 25% 20% 35% 20%
EDM 10% 12% 12% 10% 13% 10% 13%
Facebook Ads 15% 15% 15% 25% 24% 30% 24%
Blogger
Engagement
10% 12% 12% 10% 13% 10% 13%
SEM 35% 22% 22% 30% 30% 15% 30%
Tier 1 (80%) Tier 2 (20%)
EXPECTED RESULTS | PANDORA | 29th MAY 2013
Rational:
•Allocated bulk of the budget to tier 1 due to its bigger online market size and volume.
•Heavily distributed in Search because the target audience are search-savvy.
•Search will be used for performance & E-commerce as it allows for higher conversion and is highly targeted
•Allocated minimal percentage for Search in Singapore because of the lack of available relevant searches.
•Strategic use of online banners by first creating impact on premium sites then sustaining on relevant verticals in ad networks.
•EDM, Social Network Ads and Bloggers will be utilized to develop awareness during the start of each season.
•Budget allocation will be divided between the primary and secondary target groups using 80% and 20% respectively.
BUDGET ALLOCATION: T1 &T2 (EUR300,000 / EUR700,000)

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecChina Japan Korea Hong Kong Taiwan Singapore Malaysia
Budget Allocation 35% 25% 15% 5% 7.5% 5% 7.5%
Online Banners 30% 39% 39% 25% 20% 35% 20%
EDM 10% 12% 12% 10% 13% 10% 13%
Social
Advertising
24% 15% 15% 25% 24% 30% 24%
Blogger
Engagement
18% 12% 14% 14% 18% 13% 18%
SEM 18% 22% 20% 26% 25% 12% 25%
Tier 1 (80%) Tier 2 (20%)
Rational:
• Allocated bulk of the budget (80%) to tier 1 due to its bigger online market size and volume.
• Reallocated some of the Search budget to Social considering the following:
• amount of current searches in each of the markets for a year
• the ideal plan includes other search engines such as Yahoo, MSN, Naver and Baidu on top of Google
• the ideal plan includes other social pages such as Twitter, Youtube & Pinterest on top of Facebook (Weibo for China)
• Search will be used for performance & E-commerce as it allows for higher conversion and is highly targeted
• Allocated minimal percentage for Search in Singapore because of the lack of available relevant searches.
• Strategic use of online banners by first creating impact on premium sites then sustaining on relevant verticals in ad networks.
• Tier 1 markets will sustain with expandable ad banners first followed by standard flash banners
• EDM & bloggers will be utilized to create personal approach during the launch and to maintain relationships with the target audience via regular
communication especially during the peak seasons.
BUDGET ALLOCATION: T1 &T2 (EUR1,500,000)

BUDGET BY MEDIA T1 &T2
China Japan Korea Hong Kong Taiwan Singapore Malaysia Total
Plan 1: EUR 300,000
Budget
Allocation
105,000 75,000 45,000 15,000 22,500 15,000 22,500 300,000
Online Banners 31,500 29,250 17,550 3,750 4,500 5,250 4,500 96,300
EDM 10,500 9,000 5,400 1,500 2,925 1,500 2,925 33,750
Facebook Ads 15,750 11,250 6,750 3,750 5,400 4,500 5,400 52,800
Blogger
Engagement
10,500 9,000 5,400 1,500 2,925 1,500 2,925 33,750
SEM 36,750 16,500 9,900 4,500 6,750 2,250 6,750 83,400
Plan 2: EUR 700,000
Budget
Allocation
245,000 175,000 105,000 35,000 52,500 35,000 52,500 700,000
Online Banners 73,500 68,250 40,950 8,750 10,500 12,250 10,500 224,700
EDM 24,500 21,000 12,600 3,500 6,825 3,500 6,825 78,750
Facebook Ads 36,750 26,250 15,750 8,750 12,600 10,500 12,600 123,200
Blogger
Engagement
24,500 21,000 12,600 3,500 6,825 3,500 6,825 78,750
SEM 85,750 38,500 23,100 10,500 15,750 5,250 15,750 194,600
Tier 1 (80%) Tier 2 (20%)

China Japan Korea Hong Kong Taiwan Singapore Malaysia Total
Plan 3: EUR 1,500,000
Budget
Allocation
525,000 375,000 225,000 75,000 112,500 75,000 112,500 1,500,000
Online Banners 157,500 146,250 87,750 18,750 22,500 26,250 22,500 481,500
EDM 52,500 45,000 27,000 7,500 14,625 7,500 14,625 168,750
Social
Advertising
126,000 56,250 33,750 18,750 27,000 22,500 27,000 311,250
Blogger
Engagement
94,500 45,000 31,500 10,500 20,250 9,750 20,250 231,750
SEM 94,500 82,500 45,000 19,500 28,125 9,000 28,125 306,750
Tier 1 (80%) Tier 2 (20%)
BUDGET BY MEDIA T1 &T2

TOTAL EXPECTED RESULTS
PLAN 1: EUR 300,000 (TIER 1 & TIER 2 MARKETS)
Impressions Clicks CTR
Engagement
Rate
Engagement
Conversion
Rate
Sales CPM CPC CPE CPS # of TA Reached
CH 97,314,797 152,272 0.16% 18% 27,409 6% 9,136 0.001 0.69 3.8 11.5 11,975,880
JP 10,992,737 40,139 0.37% 15% 6,021 5% 2,007 0.007 1.87 12.5 37.4 3,535,649
KR 20,311,908 39,901 0.20% 15% 5,985 5% 1,995 0.002 1.13 7.5 22.6 1,450,053
HK 7,711,010 8,819 0.11% 14% 1,235 4% 353 0.002 1.70 12.1 42.5 181,743
TW 15,012,164 17,305 0.12% 14% 2,423 4% 692 0.001 1.30 9.3 32.5 1,209,570
SG 3,290,324 7,404 0.23% 14% 1,037 4% 296 0.005 2.03 14.5 50.6 536,581
MY 13,870,750 12,813 0.09% 18% 2,306 6% 769 0.002 1.76 9.8 29.3 1,253,140
TOTAL 168,503,691 278,654 0.17% 17% 46,415 5% 15,248 0.002 1.08 6.5 19.7 20,142,617
PANDORA REVENUE (EURm)
FY 2012 FY 2011 % Growth Q4-2012 Q3- 2012 Q2-2012 Q1-2012 Q4-2011
Other Asia
Pacific Countries
24.1
(180 DKK)
31.5
(235 DKK)
-23.4% 3.4
(26DKK)
7.3
(55DKK)
5.2
(39DKK)
8
(60DKK)
10.7
(80DKK)
EUR 600 per sale % Growth
Projected
Revenue
9.1 37.8%

PLAN 2: EUR 700,000 (TIER 1 & TIER 2 MARKETS)
Impressions Clicks CTR Engagement Rate Engagement
Conversion
Rate
CH 226,059,527 354,905 0.16% 18% 63,883 6% 21,294 0.001 0.69 3.8 11.5 27,943,720
JP 24,641,387 93,262 0.38% 15% 13,989 5% 4,463 0.007 1.88 12.5 37.5 1,438,927
KR 46,386,119 92,706 0.20% 15% 13,906 5% 4,635 0.002 1.13 7.6 22.7 563,910
HK 16,984,023 20,181 0.12% 14% 2,825 4% 807 0.002 1.73 12.4 43.4 63,610
TW 34,020,050 39,982 0.12% 14% 5,597 4% 1,599 0.002 1.31 9.4 32.8 846,699
SG 6,669,090 16,880 0.25% 14% 2,363 4% 675 0.005 2.07 14.8 51.8 268,291
MY 31,356,750 29,501 0.09% 18% 5,310 6% 1,770 0.002 1.78 9.9 29.7 877,198
TOTAL 386,116,946 647,417 0.17% 17% 107,874 5% 35,444 0.002 1.08 6.5 19.8 32,002,354
Other Asia
Pacific Countries
24.1
(180 DKK)
31.5
(235 DKK)
-23.4% 3.4
(26DKK)
7.3
(55DKK)
5.2
(39DKK)
8
(60DKK)
10.7
(80DKK)
Projected
Revenue
21.2 88%

Impressions Clicks CTR
Engagement
Rate
Engagement
Conversion
Rate
CH 332,205,335 521,550 0.16% 18% 93,879 6% 31,293 0.002 1.01 5.6 16.8 39,265,180
JP 53,238,686 201,496 0.38% 15% 30,224 5% 10,075 0.007 1.86 12.4 37.2 9,443,038
KR 98,115,434 196,091 0.20% 15% 29,414 5% 9,805 0.002 1.15 7.6 22.9 3,954,690
HK 32,565,362 38,696 0.12% 14% 5,417 4% 1,548 0.002 1.94 13.8 48.5 519,267
TW 64,550,612 75,863 0.12% 14% 10,621 4% 3,305 0.002 1.48 10.6 37.1 2,419,140
SG 13,539,422 34,269 0.25% 14% 4,798 4% 1,371 0.006 2.19 15.6 54.7 766,544
MY 57,904,999 54,578 0.09% 18% 9,806 6% 3,269 0.002 2.07 11.5 34.4 2,506,280
TOTAL 652,119,851 1,122,443 0.17% 16% 184,159 5% 60,394 0.002 1.34 8.15 24.8 58,874,140
PLAN 3: EUR 1,500,000 (TIER 1 & TIER 2 MARKETS)
Other Asia
Pacific Countries
24.1
(180 DKK)
31.5
(235 DKK)
-23.4% 3.4
(26DKK)
7.3
(55DKK)
5.2
(39DKK)
8
(60DKK)
10.7
(80DKK)
Projected
Revenue
36.2 150%

EUR300,000(TIER1ANDTIER2MARKETS)
EDM
Japan
Facebook Advertising
Online Banners
Blogger Engagement
SEM
EDM
Korea
Online Banners
Blogger Engagement
SEM
EDM
Hong Kong
Online Banners
Blogger Engagement
SEM
EDM
China
Weibo Advertising
Online Banners
Blogger Engagement
SEM
Activity Dec.Nov.Oct.Sept.Aug. JulyJuneMayAprilMarchFeb.Jan.
3
3
3
3
3 3 3
3 3 3
3 3 3
3 3 3
1x 1x 1x 1x
1x 1x 1x 1x
1x 1x 1x 1x
1x 1x 1x 1x

EDM
Japan
Online Banners
Blogger Engagement
SEM
EDM
Korea
Online Banners
Blogger Engagement
SEM
EDM
China
Online Banners
Blogger Engagement
SEM
3 3 3 3
3 3 3 3
3 3 3 3
1x 1x 1x 1x
1x 1x 1x 1x
1x 1x 1x 1x

EDM
Japan
Online Banners
Blogger Engagement
SEM
EDM
Korea
Online Banners
Blogger Engagement
SEM
EDM
Hong Kong
Online Banners
Blogger Engagement
SEM
EDM
China
Weibo Advertising
Online Banners
Blogger Engagement
SEM
5
5
5
5
5 5 5
5 5 5
5 5 5
5 5 5
1x 1x 1x 1x
1x 1x 1x 1x
1x 1x 1x 1x
1x 1x 1x 1x

EDM
Japan
Online Banners
Blogger Engagement
SEM
EDM
Korea
Online Banners
Blogger Engagement
SEM
EDM
China
Weibo Advertising
Online Banners
Blogger Engagement
SEM
5 5 5 5
5 5 5 5
5 5 5 5
1x 1x 1x 1x
1x 1x 1x 1x
1x 1x 1x 1x
Online Banners
Expandable Banners on Premium Sites (3-5days)
Standard Flash Banners on Ad Networks

EUR1,500,000(TIER1ANDTIER2MARKETS)
EDM
Japan
Social (Facebook, Twitter, Youtube, Pinterest)
Online Banners
Blogger Engagement
SEM
EDM
Korea
Online Banners
Blogger Engagement
SEM
EDM
Hong Kong
Online Banners
Blogger Engagement
SEM
EDM
China
Social (Weibo, Twitter, Youtube, Pinterest)
Online Banners
Blogger Engagement
SEM
5
5
5
5
5 5 5
5 5 5
5 5 5
5 5 5
1x
5 5 5 5
5 5 5 5
5 5 5 5
5 5 5 5
1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x

EUR1,500,000(TIER1ANDTIER2MARKETS)
EDM
Singapore
Online Banners
Blogger Engagement
SEM
EDM
Malaysia
Online Banners
Blogger Engagement
SEM
EDM
Taiwan
Online Banners
Blogger Engagement
SEM
5 5 5 5
5 5 5 5
5 5 5 5
Online Banners
Expandable Banners on Premium Sites (3-5days)
Standard Flash Banners on Ad Networks
Expandable Banners on Ad Networks (1 month)
5 5 5 5
5 5 5 5
5 5 5 5
1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x

REGIONAL MANAGEMENT &
ANALYTICS

AGENCY PARTNERS
UPFRONT
AGENCY PARTNERS
REGIONAL MANAGEMENT | PANDORA | 29th MAY 2013
SG – (HQ)
MY
CN
ID
TWHK
JP
KR
CLIENTS:
PH

CENTRAL & LOCAL PROCESS
Market coordination
from Singapore
Markets report back to SG
(Best practice / adserving /
creative / queries)
SG to formulate a central
approach
that is consistent across Asia
Key learnings gathered and
distributed across local offices /
agency partners

PLANNING
1 SETTING GOALS & KPI’s
• Objectives and marketing strategy (Regional
& Local)
• Budget and timing parameters (Regional &
Local)
• Hard & soft targets (Regional & Local)
2 PLANNING & CREATIVE
• Market, Target & Category observations
• Consumer insight
• Connection points
• Scalable strategic framework
• Scalable and modularized creative toolbox
4 QUALITY ASSURANCE
• Central review of local creative and
technology initiatives
• Review of digital media plans and rates
5 OPTIMISATION
• Local campaign optimisation
• Insight delivery to centre
• Central data & insights organisation
• Central best practice sharing
6 TRAINING
• Innovation Process training
• Localization training
• Technology training
• Digital present & futures training
3 GUIDELINES
• Brand guidelines
• Communications guidelines
• Creative Guidelines
• Creative assets
• Media guidelines and & central deal structures
IMPLEMENTATION REPORTING & TRAINING
INVESTMENT RETURN
EFFECTIVE LOCALISATION PROCESS

REGIONAL COMMS PROCESS
MANAGING COMPLEXITY ACROSS BORDERS FOR CLIENTS & AGENCY PARTNERS

REGIONAL SEARCH PROCESS
MANAGING COMPLEXITY ACROSS BORDERS FOR CLIENTS & AGENCY PARTNERS

CONTENT CALENDAR OVERVIEW
LEGEND (CONTENT TYPE):
STATUS LINKS PHOTOS VIDEOS
PRODUCT CATEGORIES
CATEGORY 1
CATEGORY 2
CATEGORY 3
CATEGORY 4
CATEGORY 7
CATEGORY 5
CATEGORY 8
CATEGORY 9
CATEGORY 10
CATEGORY 6
1 2 3 4 5 6 7 8 9 10 11 12 13 14
8am
11am
6pm
12nn
7pm
9am
8am
3pm
8pm
12nn
7pm
9am
11am
6pm
8am
12nn
8pm
10pm
8pm
10pm
12nn
6pm
8am
11am
9am
7pm
12nn
8pm
8am
3pm
9am
12nn
7pm
8am
11am
6pm
12nn
8pm
10pm
10pm
12nn
8pm
NOTE: The content type and time of day will be optimised based on the on-going performance of the posts.
There will be a weekly data report and monthly analytics report.
MARCH
SOCIAL MANAGEMENT | PANDORA| 29th MAY 2013

COMMUNITY MANAGEMENT SCENARIO MAP
LISTEN ASSESS ENGAGE REPEAT

CONTENT OPTIMISATION PLAN
SOCIAL
CONTENT
OPTIMISATION
VIDEO
LINKS
IMAGES
STATUS
DOCUMENTS
CONTENT
CATEGORY
Identifying opportunities to enhance
existing assets based on tone of
voice, engagement rate, response
rate
EVALUATE C.O.P.
Content Optimisation Plan
MONITOR
OPP.#1 New Video
Needed
OPP.#2 Modify
Existing Video
rate
rate
rate
rate
OPP.#1 New Link
Needed
OPP.#2 Modify
Existing Link
OPP.#1 New Image
Needed
OPP.#2 Modify
Existing Image
OPP.#1 Engage with a
specific message
OPP.#2 Modify
Delivery Type
OPP.#1 New
Document Needed
OPP.#2 Modify
Existing Document
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust

CRISIS MANAGEMENT
NEGATIVE POST (about company or product)
TROLLS
Inflammatory /
extraneous / off-topic /
ridicule / degrading
NO
YES
MONITOR
Avoid responding to these
posts, Just monitor for
relevant information &
comments.
Inform SM & PR Managers
CORRECTION
Fix the facts and respond
with factual information.
Rule of 3: Never send a
3rd reply, take it offline.
RESTORATION
Acknowledge the problem
& offer offline discussion
and available contact
information.
RAGER
Rant / rage / harmful
joke / satirical
ERRONEOUS
Wrong / misguided
facts
NO
UNHAPPY
USER
Resulting from a
negative experience
NO
YES YES
RESPONSE CONSIDERATIONS
INFLUENCE
Reinforce position through
referencing posts from key
influencers.
TONE
Keep it personal,
conversational and make
positive statements.
TIMELINESS
Take time to create good
responses within 48 hours.
SOURCING
Cite your sources by
including links, images,
videos or other references

DRIVING ADOPTION AND
EFFICIENCY

Robust market
management
• Consistent approach: developed a reporting template across all
markets
• Put in place processes and procedures to ensure accuracy
• Robust reporting: Across markets / across campaigns each week /
month
• Built skills to accelerate growth in core business and new markets
Deep analytics to drive
step change
• Implemented Econometrics style measurement
• Bespoke analytical projects: The time to convert online / The value of
Search assists
• Longer term trends and key insights for business heads with monthly
reporting
Best practice sharing
across the network
• Production of processes that allow for streamlining of work flow
• Enhancement of local implementation across strategy, creative, social,
search and display
• Development of local know how through sharing of advanced market
activity
DRIVING GROWTH
STEPS ENSURE CONSISTENCY AND SCALEABILITY
ANALYTICS | PANDORA | 29th MAY 2013

CAMPAIGN OPTIMISATION PLAN
CAMPAIGN
OPTIMISATION
SOCIAL
MONITORING
SEARCH
DISPLAY
COMPETITORS’
SOCIAL
MONITORING
COMPETITORS’
CREATIVE
MONITORING
CATEGORY
rate
EVALUATE A.O.P.
Assets Optimisation Plan
MONITOR
OPP.#1 New Content
OPP.#2 Modify
Existing Content
existing rankings based on
competitors’ ranking
Identifying opportunities to reach the
KPIs by optimizing, based on the
performance of ad types, sizes and
verticals
rate
existing assets based on tone of voice
and response rate of competitors’
creatives
OPP.#1 Increase/
Decrease BIDS
OPP.#2 Add Keywords
OPP.#1 Increase/
Decrease BIDS
OPP.#2 Apply
Changes in Verticals
OPP.#1 New Content
OPP.#2 Modify
Existing Content
OPP.#1 New Assets
OPP.#2 Modify
Existing Assets
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
ANALYTICS | PANDORA| 29th MAY 2013

DRIVING EFFICIENCY
REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS
Monthly
Marketing
Analysis
Time to
Convert
Search
Assists

+ Spend increase of 30%
+ Revenue income increase of 129%
+ Average monthly return from Online activity of $456k
Source: Online activity for key markets – CN/MY/SG/TH/PH/ID
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
$2,000,000
Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07
US$dollars
Spend Revenue Linear (Spend) Linear (Revenue)
J u n - 1 0 J u l - 1 0 A u g - 1 0 S e p - 1 0 O c t - 1 0 N o v - 1 0 D e c - 1 0 J a n - 1 1 F e b - 1 1 M a r - 1 1 A p r - 1 1 M a y - 1 1
WIDENING THE JAWS: CENTRAL MANAGEMENT OUTCOME

+ Improving cost : income ratios
+ A step change in ROI growth
+ A blended rate of 2+ ROI in May 2011
-
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07
ReturnonInvestment
Display ROI Search ROI Linear (Display ROI ) Linear (Search ROI )
Source: Online activity for key markets – CN/MY/SG/TH/PH/ID
J u n - 1 0 J u l - 1 0 A u g - 1 0 S e p - 1 0 O c t - 1 0 N o v - 1 0 D e c - 1 0 J a n - 1 1 F e b - 1 1 M a r - 1 1 A p r - 1 1 M a y - 1 1
THE GROWTH OF ROI: CENRAL MANAGEMENT OUTCOME

E-COMMERCE TECHNOLOGY
Proposed Technology
TECHNOLOGY | PANDORA | 29th MAY 2013

E-COMMERCE ARCHITECTURE
Voucher
Management
Analytics:
• Adobe Site
Catalyst
• Google Analytics
Email
Enrich, Wirecard, Booking Mngt
Click Stream
Data Tier
Confirmation
Integration
Booking
Database
Web Services, REST, XML
…
Business Tier

E-COMMERCE ARCHITECTURE
Voucher
Management
Analytics:
• Adobe Site
Catalyst
Email
Enrich, Wirecard, Booking Mngt
Click Stream
Data Tier
Confirmation
Integration
Booking
Database
Web Services, REST, XML
…

APPLICATION ARCHITECTURE
Common Services
Interaction
Email Forums Groups
Communit y & Collabor at ion
Surveys Blog Mail Lists
Web Mobile Tablet
Channels
Metadata
Securit y
Application
CRM
Dat a Services
Sitemap
Present at ion
Indexing Access
App Server Services
State Mgt
BPM
ProcessesBusiness
Rules
Business
Objects
Content Management
Author Publish URL Mgt
Web Cont ent Management
Link Mgt Preview
Queue
Workﬂ ow Services
Accessib
ility
Role Mgt Locking
Widgets
RIA
Plat form Services
Int egrat ion
Profile
Craw l/Index
Forms Registration
Facets
API
Data
Access
Web
Services
Business Services
Validation
BatchCaching Monitoring
Disaster
Recovery
Load
Balancing
Localisation
Analyt ics
Tagging
Reports
Authenticate
Reporting
Personalis
ation
Visualisation
Encoding DRM Classify
Digit al Asset Management
SegmentRew ards
Account s Search
ServiceProfile
CDN Logging
RolesRules
Application
Logic
Template
Authorise
User Mgt
Connectors
Taxonomy
Transaction
Data
Quality
CoreBusinessSystems
Customers&Partners

E-COMMERCE ROADMAP
Analytics:
• Adobe Site
Catalyst
• IBM Geometrics
• Webtrends
Click
Stream Data Tier
Integration
Android
Mobile
Touch …
E-Commerce
Web
Service/
REST/
XML
POST
APIs / Native device feature

522,500 Euro Budget
Description Cost
Project Management
• SEM Management
• Social Management
• Media Planning & Buying
• Analytics
75,000
Creative Development
• Facebook App (4 Creative Sets)
• Weibo App (4 Creative Sets)
• Flash Banners (4 Creative Sets)
• EDM (4 Creative Sets)
• Facebook/Weibo Ads (4 Creative Sets)
58,000
Photography 20,000
Development
• Facebook / Weibo App (4 Sets)
• Flash Banners (4 Sets)
• EDM HTML (4 Sets)
69,500
Media Buy
• Google Adwords & Baidu
• Website Banners
• Facebook/Weibo Ads
• EDMs
• Bloggers
300,000
Total: 522,500
COST
COSTS | PANDORA | 29th MAY 2013

957,700 Euro Budget
Description Cost
Project Management
• SEM Management
• Analytics
91,000
• Facebook App (4 Creative sets)
• Weibo App (4 Creative sets)
• Flash & Expandable Banners (8 Creative Sets)
70,300
Photography Production 20,000
Development
• Facebook / Weibo App (4 sets)
• Flash & Expandable Banners (8 sets)
• EDM HTML (4 sets)
76,400
Media Buy
• Yahoo Premium
• Website Banners
• EDMs
• Bloggers
700,000
Total: 957,700
COST

1,757,700 Euro Budget
Description Cost
Project Management
• SEM Management
• Analytics
91,000
• Facebook App (4 Creative sets)
• Weibo App (4 Creative sets)
• Flash & Expandable Banners (8 Creative Sets)
70,300
Photography Production 20,000
Development
• Facebook / Weibo App (4 sets)
• Flash & Expandable Banners (8 sets)
• EDM HTML (4 sets)
76,400
Media Buy
• Yahoo Premium
• Website Banners
• EDMs
• Bloggers
1,500,000
Total:1,757,700
COST

POPBEE
1
2
3
Blog unique visitors:
Details: Top fashion & beauty blog, China
Blog URL: http://popbee.com/
Facebook URL:
https://www.facebook.com/popbee
Twitter URL:
https://twitter.com/Popbee
Weibo URL:
http://weibo.com/popbee/
Recent Advertorials
•Faraone Mennella
•Burberry
•Chanel Foundation
•La Prairie Skin Cream
•British Fashion Awards 2012
•Zatchels Barrel Bag
•H&M 2013
APPENDIX | PANDORA | 29th MAY 2013

VERONICA LI
MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013
1
2
3
Blog unique visitors:
Details: Veronica Li, female, HongKong,
Fashion Stylist
Blog URL: http://www.vnikali.com/
Facebook URL:
https://www.facebook.com/pages/Vnikali/14
8035181886447
Instagram URL:
http://followgram.me/vnikali
Pinterest URL: http://pinterest.com/vnikali/
Weibo URL:
http://www.weibo.com/vnikali
Recent Advertorials
•Tory Burch
•Olivier Rousteing
•Bare Minerals
•The Melez
•LADY GAGA FAME fragrance
•STACCATO
•Longchamp
•TISSOT

BENSHEE FLOWERMONKEY
1
2
3
Blog unique visitors: 300,000
Details: Beatrice Tan, female, Taiwanese
Blog URL: http://www.wretch.cc/blog/benshee
Facebook URL:
https://www.facebook.com/benshee.su
Fashion URL:
http://fashion.piliapp.com/author/benshee/
Blogging Accolades
•Most popular blogger in Taiwan
Recent Advertorials
•PUREE Fashion
•Robinlo Studio US
•Mihara
•Salanio Korean
•Kiyumi US Clothing
•Lesnereides & agete

MARI NORI
1
2
3
Details: Mari, Nori, Sisters, Female, Tokyo
Blog URL: http://mari-to-nori.blogspot.sg/
Facebook URL:
https://www.facebook.com/MariNorifromTokyo
Pinterest URL:
http://pinterest.com/marixoxo/
Recent Advertorials
•Suzuki Takayuki
•Kate Spade NY
•Carnate Demote
•Chinti and Parker

OISEAU88 NAYOUNG
1
2
3
Details: Nayoung, Female, Korea/California,
Beauty & Fashion Blogger
Blog URL: http://www.aladygirl.blogspot.sg/
Facebook URL:
https://www.facebook.com/theblueoiseau88?fref=
ts
Youtube URL:
http://www.youtube.com/user/oiseau88?feature=s
ub_widget_1
Instagram URL:
http://web.stagram.com/n/oiseau88
Recent Advertorials
•Laneige Fall 2012
•StyleHaul
•StyleOshop
•Urban Outfitters

BEATRICE TAN
1
2
3
Details: Beatrice Tan, female,
Singaporean
Blog URL: www.beatricetan.com
Facebook URL:
https://www.facebook.com/pages/beatricet
ancom/123717761052081
Blogging Accolades
•Miss Temask Polytechnic
•Channel U Variety 2007
•NUS Bizad Pageant 2008
Recent Advertorials
•Clarins Ambassador
•Loreal Paris Makeup
•G2000 Editorial, STYLE Magazine
•Panasonic Beauty
•Bio essence BB Cream
•Love Bonito Resident Model

PEGGY HENG
1
2
3
Details: Peggy Heng, female, Singaporean
Blog URL: www.thy-dowager.blogpost.com
Facebook URL:
https://www.facebook.com/thydowager?fref=ts
Twitter URL: https://twitter.com/thydowager
Blogging Accolades
•Coverage on The New Paper
•Coverage on Yahoo! News
•Miss Bikini Photogenic 2012
•Finals: Best Model Of The World
•Channel News Asia Talk Show
•Rebull Rookies 2012
Recent Advertorials
•Poh Heng Jewelry
•Carlo Rhino
•Bella Box
•Cambridge Satchel
•Disneyland HongKong
•Fabulous Smile
•Redbull
•Santa Grand Hotel

CHEESIE CHEESERLAND
1
2
3
Details: Cheesie, female, Malaysian
Blog URL: www.cheeserland.com
Facebook URL:
https://www.facebook.com/cheeserland
Youtube URL:
http://www.youtube.com/cheeserland
Instagram URL:
http://web.stagram.com/n/cheeserland/
Blogging Accolades
•Nuffnang Asia Pacific Awards 2011 Best
Fashion Blog
Recent Advertorials
•FINE Collagen Drink
•The Samsung Hello Kitty Party
•JRunway
•EMODA
•touchME
•Coco Chanel
•Disney Hongkong

CLASSIFICATION OF SOCIAL TECHNOLOGY USERS
SOCIAL MEDIA | PANDORA | 29th MAY 2013
• Publish a blog
• Publish your own Web pages
• Upload video you created
• Write articles or stories and post them
Creators
(make the social content consumed by
others)
• Post ratings/reviews of products or services
• Comment on someone else’s blog
• Contribute to online forum
Critics
(respond to content from others)
• Use RSS feeds
• Vote for Web sites online
• Add “tags” to Web pages or photos
Collectors
(organize content for themselves or
others)
• Maintain profile on a social networking site
• Visit social networking sites
Joiners
(connect in social networks)
• Read blogs
• Listen to podcasts
• Watch video from users
• Read online forums
• Read tweets
Spectators
(monitor consumer social content)
• None of the above
Inactives
(cannot be reached through social
technologies)

WOMEN SOCIAL MEDIA USERS BY COUNTRY
COUNTRY FACEBOOK LOCAL SOCIAL MEDIA
China 118,764 28,408,000 (renren)
Japan 4,239,995 5,067,764 (mixi)
South Korea 2,183,201 5,220,191 (cyworld)
Hong Kong 1,081,109 NA
Taiwan 3,261,195 1,840,000 (wretch)
Singapore 762,798 NA
Malaysia 3,213,632 NA
Tier 1
Tier 2

CHINA
Source: Forrester, Social Technographic Profile Tool
18%
78%
34%
35%
47%
48%
0% 20% 40% 60% 80% 100%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
29%
71%
Women 25-45 Renren
Usage
Yes
Not Yet
114,056,000
Women 25-45 Online
• 42.6% of the female internet users in China have college
or university degree and above RMB 1900 (USD 305)
monthly spending power. They are most likely to be found
amongst the professionals (49.4%) and the managers
(36.5%).
• 91.3% women are accessing the Internet at home. Office -
33% and internet cafes- 26.7% are the next most popular
locations.
• 42% of the women, plan to spend more time in the
internet, while 52% attempt to have the same amount of
time. Currently, 68% of the women have several long
sessions online, instead of one long or several short
sessions.
• 60% of the women state that they share information on
social network on a daily basis.
• Even though large number of women rely on the
internet for news (57.4%), 52.3% use the Web to
pursue personal interest.

JAPAN
22%
70%
32%
9%
37%
36%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
21%
79%
Women 25-45
Facebook Usage
Yes
Not Yet
25%
75%
Women 25-45 Mixi
Usage
Yes
Not Yet
20,271,054
Women 25-45 Online
• High school education level is prevailing among the female
internet users (48.8%), followed by 20% with college
degree and above.
• Main internet accessing points for Korean women are:
Home (95.2%), Office (41.1%), and “on-the-go” (22.8%).
• 75.4% of the Japanese women access social networks
from mobile phone only. (40% of the blogging is done on
smartphones).
internet, while 62% attempt to have the same
amount of time.
• 24% of the women state that they share
information on social network daily.

SOUTH KOREA
9%
77%
52%
15%
46%
51%
0% 20% 40% 60% 80% 100%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
25%
75%
Women 25-45
Facebook Usage
Yes
Not Yet
60%
40%
Women 25-45 Cyworld
Usage
Yes
Not Yet
8,700,318
Women 25-45 Online
• 98% of the female internet users have college and above
education level. The highest proportion of them (28.1%)
spend about 7-14 hours on the Web.
Home (97.3%), Work (40.8%), and “on-the-go” (21.6%).
social network daily.
amount of time. Currently, 67% of the women have
several long sessions online, instead of one long
or several short sessions.

HONG KONG
8%
64%
58%
62%
33%
45%
0% 10% 20% 30% 40% 50% 60% 70%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
89%
11%
Women 25-45
Facebook Usage
Yes
Not Yet
1,211,623
Women 25-45 Online
• 97% of the female internet users have college degree and
above. 41% women have more than HK$ 40,000
household income.
• The major motives for social networking among women in
Hong Kong are to stay in touch with friends (51.2%) and to
keep friends up to date with their life (12.4%).
• 55% of the women, plan to spend more time in
the internet, while 33% attempt to have the
same amount of time. Currently, 68% of the
women have several long sessions online,
instead of one long or several short sessions.

TAIWAN
12%
38%
56%
62%
53%
37%
0% 10% 20% 30% 40% 50% 60% 70%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
81%
19%
Women 25-45
Facebook Usage
Yes
Not Yet
4,031,900
Women 25-45 Online
• 78% of the women with a college degree education or
higher have participated in online communities.
• 41% of the female online users say they tend to trust
recommendations from reviews when making purchasing
decisions. 31% resort to discussion forums, and 14% rely
on bloggers’ comments.
internet, while 49% attempt to have the same amount of
time. Currently, 60% of the women have several long
sessions online, instead of one long or several short
sessions.
social network daily.

SINGAPORE
7%
74%
61%
33%
42%
48%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
71%
29%
Women 25-49
Facebook Usage
Yes
Not Yet
1,073,162
Women 25-49 Online
• 20% of the female internet users have monthly income of
about S$6,000-S$10,000.
• Top 3 activities for female users in 25-44 age group are
blogging (55%), posting photos (54%) and participating in
social networking portals (50%).
amount of time. Currently, 53% of the women
have several long sessions online, instead of one
long or several short sessions.
• The highest amount of time women spent online is
attributed to social networking by 21.8%.

MALAYSIA
11%
71%
62%
35%
31%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
77%
23%
Women 25-49
Facebook Usage
Yes
Not Yet
4,177,134
Women 25-49 Online
• 68% of the women online are employed, 45% of which
has school degree followed by 25% with bachelor’s
degree. 43% of the women earn between RM 2000 and
3000 a month.
• 82.6% of the women are using the Internet for
communication purposes, while reading newspaper and
searching information comes after.
• Women spend an average of 20 hours per
week using the Internet. 49% of the them, plan
to spend more time in the internet, while 40%
attempt to have the same amount of time.

TOP SEARCH KEYWORDS
PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY
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fashion and
accessories
SINGAPORE – ENGLISH WORDS
MEDIA SELECTION | PANDORA | 29th MAY 2013

TOP SEARCH KEYWORDS
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MALAYSIA – ENGLISH WORDS

TOP SEARCH KEYWORDS
(pandora jewellry)
パンドラジュエリー
(heart bracelet)
ハートブレスレット
(earrings)
イヤリング
(pendants)
ペンダント
(ring size)
リングサイズ
(gold charm)
ゴールドチャーム
(jewelry stores)
宝石店
(pandora rings)
パンドラリング
(gold bracelet)
ゴールドブレスレット
(pearl earrings)
パールイヤリング
(gold pendants)
ゴールドペンダント
(ring design)
リングデザイン
(charms gold)
チャームゴールド
(jewelry online)
ジュエリーオンライン
(pandora stores)
パンドラ店舗
(white gold bracelet)
ホワイトゴールドブレスレット
(hoop earrings)
フープイヤリング
(silver pendants)
シルバーペンダント
(fashion rings)
ファッションリング
(pandora charms)
パンドラチャーム
(online jewelry)
オンラインジュエリー
(pandora on sale)
パンドラセール
(charm bracelet)
チャームブレスレット
(silver earrings)
シルバーイヤリング
(leather necklace)
レザーネックレス
(golden ring)
ゴールデンリング
(charms silver)
チャームシルバー
(fashion accessories)
ファッションアクセサリー
(pandora locations)
パンドラ店舗
(pandora charm bracelet)
パンドラチャームブレスレット
(earrings silver)
イヤリングシルバー
(fashion necklaces)
ファッションネックレス
(gold rings)
ゴールドリング
(charms)
チャーム
(jewelry fashion)
ジュエリーファッション
(pandora bracelet)
パンドラブレスレット
(charms bracelet)
チャームブレスレット
(earrings design)
イヤリングデザイン
(cheap necklaces)
安いネックレス
(ring gold)
リングゴールド
(silver charms)
シルバーチャーム
(fashion jewellery)
ファッションジュエリー
(pandora)
パンドラ
(silver bracelet)
シルバーブレスレット
(earrings)
イヤリング
(necklace design)
ネックレスデザイン
(silver ring)
シルバーリング
(gold charms)
ゴールドチャーム
(silver jewelry)
シルバージュエリー
(pandora necklace)
パンドラネックレス
(bracelet)
ブレスレット
(bridal earrings)
ブライダルイヤリング
(necklace shopping)
ネックレスショッピング
(the silver ring)
シルバー指輪
good luck charms
(jewelry silver)
ジュエリーシルバー
(pandora rings)
パンドラリング
(bracelets for women)
女性用ブレスレット
(silver earrings)
シルバーイヤリング
(necklaces online)
ネックレスオンライン
(rings silver)
リングシルバー
charmes
(jewelryshop)
ジュエリーショップ
(pandora bracelet charms)
パンドラブレスレットチャーム
(womens bracelet)
女性用ブレスレット
(earrings silver)
イヤリングシルバー
(necklaces necklaces)
ネックレスネックレス
(ring silver)
指輪シルバー
the charms
(the jewelryshop)
宝石店
(pandora charm braclet)
パンドラブレスレットチャーム
bracelets for pearl earrings
(necklace sets)
ネックレスセット
(ring)
指輪
charms the
(jewellery online shop)
ジュエリーオンラインショップ
(pandora shop)
パンドラショップ
gold bracelet pearl earring
(white gold necklaces)
ホワイトゴールドネックレス
(rings)
リング
heart charm
(jewelry)
宝石
pandora.net gold bracelets earrings pearl
(necklace gold)
ネックレスゴールド
(engagement rings)
エンゲージリング
charms
(jewellery)
ジュエリー
(pandora watches)
パンドラ腕時計
charm bracelet gold hoop earrings
(necklace chain)
ネックレスチェーン
engagement ring charm
(fine jewellery)
ファインジュエリー
beads pandora charm bracelets gold earring
(necklace)
ネックレス
engagement rings gold charm
(jewelry shop)
ジュエリーショップ
JAPAN – JAPANESE WORDS & ENGLISH WORDS

TOP SEARCH KEYWORDS
(pandora bracelet)
판도라 팔찌
(fashion bracelets)
패션 팔찌
(earriings)
귀걸이
(fashion necklace)
패션 목걸이
(ring size)
반지 사이즈
(charms)
부적
(fashion jewelry)
패션 보석
(pandora)
판도라
(heart bracelet)
하트 팔찌
(pearl earrings)
진주 귀걸이
(necklaces)
목걸이
(ring design)
반지 디자인
(good luck charms)
행운 부적
(fashion accessory)
패션 악세사리
(pandora prices)
판도라 가격
(women bracelet)
여성 팔찌
(hoop earrings)
링 귀걸이
(chain necklaces)
체인 목걸이
(unique rings)
특이한 반지
pandora charms
cheap
(jewelry)
보석
pandora beads sale
(gold bracelet)
금 팔찌
(silver earrings)
은 귀걸이
백금 목걸이
(fashion rings)
패션 반지
pandora charms
online
(fine jewelry)
파인 쥬얼리
pandora charm beads
백금 팔찌
(fashion earring)
패션 귀걸이
(gold necklaces)
금 목걸이
(friendship rings)
우정 반지
pandora charms on
sale
jewellery at
beads pandora
(silver bracelet)
은 팔찌
hoop earrings
(necklace sets)
목걸이 세트
(white gold rings)
백금 반지
charm pandora jewellery store
pandora charms
(bracelet)
팔찌
golden earrings
(necklace design)
목걸이 디자인
(gold rings)
금 반지
charms pandora and jewellery
pandora charm bracelet or earrings for
(fashion necklaces)
패션 목걸이
(rings)
반지
charms for pandora the jewellery
pandora charms sale bracelet en or earrings earrings
(leather necklaces)
가죽 목걸이
(silver ring)
은 반지
charme jewellery of
sale pandora charms bracelet designs earrings from
(pendants)
펜던트
(engagement ring)
약혼반지
good luck charms the jewellery shop
pandora jewelry gold bracelet ear ring gold necklace ring gold the charms jewellery shop in
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SOUTH KOREA – KOREAN WORDS & ENGLISH WORDS

TOP SEARCH KEYWORDS
(pandora)
潘朵拉
(gold bracelet)
黃金手鐲
(earrings)
耳環
(long necklaces)
長項鍊
(ring size)
戒指大小
(wholesale charms)
飾物批發
(jewelry)
珠寶
(pandora jewellery)
潘朵拉珠寶
白金手鐲
(pearl earrings)
珍珠耳環
(necklaces)
項鍊
(ring designs)
戒指設計
(charms)
飾物
(fine jewelry)
高級珠寶
pandora store
(silver bracelet)
銀手鐲
(sterling silver
earrings)
純銀耳環
白金項鍊
(cheap rings)
便宜戒指
charme
(fashion accessory)
流行配件
pandora shop
(sterling silver bracelet)
純銀手鐲
(long earrings)
長耳環
(gold necklaces)
黃金項鍊
(golden ring)
黃金戒指
charm bracelet jewellery
pandora jewellry
(bracelets)
手鐲
(earrings design)
耳環設計
(necklace design)
項鍊設計
(white gold rings)
白金戒指
charm bracelets fashion jewellery
pandora sale bracelet or earring
(pendants)
墜飾
(rings)
戒指
charm bracelet
charms
jewellery design
pandora on the
internet
bracelet designs earrings necklace silver
(engagement rings)
訂婚戒指
bracelet charm fine jewellery
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TAIWAN – TRADITIONAL CHINESE WORDS & ENGLISH WORDS

TOP SEARCH KEYWORDS
(online pandora charm)
网上潘多拉吊饰
(silver bracelet)
银手镯
(diamond pearl earrings)
钻石珍珠耳环
(necklace)
项链
(two tone ring)
双色戒指
(whole sale charm)
批发吊饰
(silver jewelry)
银首饰
(online pandora)
网上潘多拉
(sterling silver bracelets)
纯银手镯
(pearl earring)
珍珠耳环
(necklace buy)
项链选购
(ring two tone)
戒指双色
(golden charm)
金色吊饰
(silver & jewelry)
银和首饰
(bracelets pandora)
手镯潘多拉
(bracelet)
手镯
(for silver earrings)
用于耳环的银
(necklace online)
项链项链
(women silver ring)
女士银戒指
(good lick charm)
好运吊饰
(jewelry silver)
首饰银
(pandora jewelry)
潘多拉珠宝
(bracelet gold)
手镯金
(bridal earrings)
新娘耳环
(necklace kit)
项链套件
(ring silver)
戒指银
(charm shops)
吊饰商店
(sterling silver jewerly)
纯银首饰
(pandora silver bracelet)
潘多拉银手镯
(rose gold bracelet)
玫瑰金手镯
(online earrings)
网上耳环
(necklace design)
项链设计
(fashion ring)
时尚戒指
(charm sale)
吊饰出售
(glass jewelry)
玻璃饰品
(pandora necklaces)
潘多拉项链
(bracelet charm pandora)
手链吊饰潘多拉
(tear drop shape earrings)
水滴状耳坠
(fashion necklace)
时尚项链
(friendship ring)
友谊指环
(charm)
吊饰
(jewelry online)
珠宝网上
(pandora shop)
潘多拉网店
(bracelet charm)
手链吊饰
(cheap earrings)
平价耳环
(cheap necklace)
平价项链
(best engagement ring)
最好的订婚戒指
(gold charm)
黄金吊饰
(jewelry shop)
珠宝网店
(pandora braclet price)
潘多拉手镯价格
(pandora brace let & strap)
潘多拉手链和吊饰
(earrings silver)
耳环纯银
(leather necklace)
皮革项链
(golden ring)
金色戒指
(charm gold)
吊饰黄金
(online jewelry store)
网上珠宝商店
(pandora bracelets)
潘多拉手镯
(charm bracelt beads)
吊饰手链球珠
(diamond circle earrings)
钻石圆圈耳环
(necklace gold)
项链黄金
(ring design)
戒指设计
(glass charm)
玻璃吊饰
(online jewelry)
网上珠宝
(pandroa bracelet charm)
潘多拉手链吊饰
(charm bracelet charm)
吊饰手链吊饰
(circle earrings)
圆圈耳环
(cheap gold necklace)
平价金项链
(ring size)
戒指尺寸
(charm enamel)
吊饰瓷釉
(buy jewelry online)
网上选购珠宝
(pandora merchandise on
sale)
潘多拉商品发售
(charm bracelet)
吊饰手链
(silver circle earrings)
银质圆圈耳环
(gold pendant necklace)
黄金坠饰项链
(unique ring)
独特的戒指
(silver charm)
银吊饰
(fashion jewelry online)
时尚珠宝网上
(pandora store locations)
潘多拉商店位置
(charm and bracelt)
吊饰和手链
(long earrings)
长耳环
(gold necklace design)
黄金项链设计
(engagement ring price)
订婚戒指价格
(charm silver)
吊饰银
(jewelry whole sale)
饰品批发
(pandora ring)
潘多拉戒指
(with charm bracelet)
带吊饰的手链
(fashion earrings)
时尚耳环
(gold necklace)
黄金项链
(engagement ring)
订婚戒指
(online pandora
charm)
网上潘多拉吊饰
(boutique jewelry)
精品珠宝
(pandora gift)
潘多拉礼品
(bracelet online)
手镯网上
(buy earrings)
购买耳环
(necklace chain)
项链链子
(gold ring)
金戒指
(pandora charm)
潘多拉吊饰
(gold jewelry)
金饰品
(pandora price)
潘多拉价格
(fashion bracelet)
时尚手镯
(earrings store)
耳环商店
(chain necklace)
链式项链
(gold engagement ring)
黄金订婚戒指
(charm enamel)
吊饰瓷釉
(jewelry store)
珠宝商店
CHINA – SIMPLIFIED CHINESE WORDS

SOCIAL NETWORKS MARKET SHARE BY COUNTRY
Source: StatCounter, April 2013
Tier 1 Tier 2
SOCIAL MEDIA MANAGEMENT | PANDORA | 29th MAY 2013
2% 3% 1%
36% 38%
59%
71%
65%
68%
87%
30%
9%
8%
10%
4%
9% 8%
10%
5%
10%
6%
23% 24%
19%
31%
26%
10%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sina Weibo
Youku
Wretch
Cyworld
Mixi
YouTube
Twitter
Facebook
Renren
StumbleUpon

SOCIAL SITE MANAGEMENT
Publish messages
• Interactive wall posts
• Polling votes
Negative PR Control
• Negative reviews turn-around rate
• Providing more information to reduce mis-understanding
• Responding personally via private messaging
Offer value to fans
• First hand content receive by fans
• Engaging platform for fans
• Additional platform for fans to reach out to Pandora
Social Analytics
• Use of sophisticated social measuring analytics tool
• Measuring of buzz rate, social shares, likes, general engagement rates
etc.
Boost engagement among target audience and increase reach
• Applying analytics and turning data turn into insights
• Use of insights to improve the campaign performance
SOCIAL MEDIA MANAGEMENT | PANDORA | 29th MAY 2013

• Consolidated monthly view of key
markets performance over time.
Showing macro trends and
performance based on clients KPI’s
• Helps accelerate growth through
best practice sharing and offers
strategic thought on performance
and key recommendations for future
activity
• Key insights for business heads and
key marketing leads
• Shared source of knowledge
between countries
MONTHLY MARKETING ANALYSIS

• The purpose of the analysis is to help
set the optimal conversion window for
both post click and post view.
• At UPFRONT, we are media neutral
and have no desire to over inflate the
responsiveness of digital activities.
• We would like to see the true picture
of what online activity is contributing
and act accordingly on how media
budgets should be spent.
• The approach taken to decide the
most appropriate length for post click
and impression conversions is to
generate a Screen plot.
TIME TO CONVERT ANALYSIS

• Relatively few keywords actually
generate either a sale or an assist.
• Brand terms are not quite as
profitable as we thought.
• Search is a process and
bookings/sales happen as part of a
reasonably long extended click path.
• It seems likely that Search engines
are often used as a home page and
customers are making multiple orders
using Search to facilitate this.
• Re-invest budget to take into account
findings – new Keyword bid
weightings.
THE POWER OF SEARCH ASSISTS

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