In order to get young Millennials interested in the Autumn/Winter collection of Pandora jewelry pieces, the brand is focusing its efforts on Tumblr and beyond.
On Tumblr, Pandora is making the most of the Dashboard with a 24-hour promotion, sponsored post and a video to connect with the social network's young audience of fashion-forward creators and curators.
Offline, Pandora is expanding its efforts with an experiential campaign that will be running at the same time as London Fashion Week. Pandora created the 'Retouch, Revitalise, Recharge lounge at the Ham Yard Hotel, which features a station where bloggers and fashionistas can capture everything from cinemagraphs and stereoscopes to GIFs and time-lapse videos. These pieces of content are being shared on Pandora's blog.
O2O Jewelry Campaigns
The Fall/Winter Pandora Jewelry Pieces are Being Promoted with Tumblr
Trend Themes
1. O2O Marketing - Brands can take advantage of online-to-offline marketing strategies to engage both the online and offline audience
2. Experiential Marketing - Brands can create unique and memorable experiences for their customers through interactive and immersive campaigns
3. Social Media Promotion - Brands can leverage popular social media platforms to reach a younger, fashion-forward audience
Industry Implications
1. Jewelry Retail - Jewelry brands can use experiential and social media marketing to attract younger demographics and drive sales
2. Fashion - Fashion brands can collaborate with jewelry brands to create campaigns that engage audiences across multiple channels
3. Hospitality - Hotels and event spaces can create unique activations in partnership with brands to drive foot traffic and increase brand visibility