Finding ways to navigate through a Pandemic and still have some normalcy seemed nearly impossible due to the uncertainties faced daily. At Pandora, we managed to find a way to still make people feel celebrated during national holidays like Mother's Day.
- 2021 Internationalist Awards for Innovation and Media Gold
Adjusting to a Digital-Only World
Mother’s Day is traditionally one of Pandora Jewelry’s biggest in-store sales periods, but with COVID-19 shutting down stores across the country, we knew that for 2021, things would be different.
With the pandemic adding significant stress, buying gifts were even more last minute than it often is. However, this did not diminish the importance of the holiday - as gifters would seek to add a lot of thought and find ways to compensate for their physical distance.
Consumer habits started to change, and ecommerce was picking up speed. Like us and many others, we had to make the pivot to digital only in order for us to capture our three core audiences: Mother’s Day gifters, online deal seekers, and ‘female hinters’ - moms looking to provide ‘hints” to their loved ones.
We Developed a Unique Shopping Experience
At Pandora we sought to create a full-funnel approach for the holiday with strategies set out for each audience, triggering gifters, hinters and deal seekers into planning the perfect, yet isolated, Mother’s Day.
With many being isolated from loved ones, we helped plan for the occasion by finding ways to still make this holiday special. Video content was created by Some Spider (Fatherly, The Dad) and captured the familiar, ‘Oh Sh*t!’ realization for Dads in need of a thoughtful gift. The Content was promoted on their social accounts and amplified on YouTube.
Mid-upper funnel search ‘discover’ tactics built a foundation for awareness, as pre-roll, shoppable video and display ads were seeded out in programmatic and on YouTube to our gifter and female hinter audiences, to drive consideration. Creative, copy and targeting were customized for each of the three audiences across programmatic and social.
We boosted conversion by pushing the male gifter audience to ecommerce with targeted ad units on Fatherly, and dynamic creative units targeted to .com site visitors, as search and paid social pushed those exhibiting intent to .com. Through partners (eBates, Retail Me Not), we boosted sales potential ‘in-market’ during a challenging period.
Success Throughout Unprecedented Times
Despite the fact that stores were closed/despite the fact that in-person retail was not an option/…or something to this effect, Mother’s Day was a huge success, with the mix of social, affiliate and search significantly exceeding revenue goals during unprecedented times
Not only did this campaign collectively exceeded our revenue goals by 237% during an incredibly tough period for retail, but it also solidified the importance of ecommerce in Pandora’s mix moving forward.