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BUSINESS STRATEGY • 21
THE UNIQUE
THANK YOU
Mother’s Day is one of the biggest jewellery
giving occasions of the year. On this day,
mothers and daughters around the world
celebrate their relationship – and many give
each other a unique thank you in the form of
PANDORA jewellery.
In 2016, we celebrated Mother’s Day
by launching a film that explores the deep-
rooted connection between mother and
daughter. Called The Unique Thank You, the
documentary-style film is a touching experiment
to see if mothers can recognise an anonymous,
yet personal, message written to them by their
daughters, and hidden among other messages.
We continued the campaign online by
inviting daughters around the world to try the
experiment for themselves with our unique
online message generator. Just like in the film,
the daughters write a personal message to
their mother, and then hide it among other
messages and see if their mother can find it.
The campaign was a follow-up to our
2015 viral hit film The Unique Connection,
and it proved a hit with both consumers
and the advertising industry. By the end of
2016, The Unique Thank You had received
more than 4 million views on Facebook and
YouTube – as well as around 77 thousand
interactions – and it won Gold in the Online
Advertising Branded Content category of the
prestigious Lovie Awards, which celebrate the
best of the internet in Europe.