B. Pandora Jewelry Media Plan:
Goals/Objectives:
- Business Objective: Drive in-store and online sales for Pandora Jewelry during peak buying season.
- Marketing Objective: Raise awareness about Pandora Jewelry products among core target audiences.
- Target Audience: Women 25-54 with kids in the home and holiday gift givers.
- Geography: All major West Coast markets.
Strategy:
- Create an emotional connection with the Pandora brand by relating products to consumer personality traits.
Tactics:
- Worked with Hulu, an online video streaming service, to create a customized interactive experience that was seamlessly delivered to the core audience within the native video platform.
- The customized interstitial delivered a unique lean-forward experience to Hulu users, giving them the opportunity to directly interact and engage with the Pandora brand without interrupting their viewing experience.
- The users were prompted to answer a series (five) of personality questions, based on unique interests, preferences and behaviors.
- Upon completion of the quiz, each viewer was matched to the Pandora charm bracelet that best represented their personality. Traffic was then directed off-site to Benbridge.com to purchase or find a store nearest their location.
Metrics:
- The campaign reached 1.2 million unique users and resulted in 70,000 quiz completions.
- The customized/interstitial unit garnered 293 hours of interaction and engagement.
- Pandora Jewelry sales were up significantly in-store and online during the peak buying season.
