ANNUAL_REPORT_2016

22 • BUSINESS STRATEGY

PANDORA ANNUAL REPORT 2016

2010

2011

2012

50%

2013

63%

2014

66%

2015

73%

2016

80%

36%

43%

100

An evolving brand platform

Research by The Future Laboratory shows that there is an

increasingly confident generation of women who are looking for

new ways to explore and express their true identities. In 2016,

we evolved our existing brand vision and communications

platform to ensure we have an even stronger connection with

this increasingly powerful group of consumers.

Our new brand communications platform is focused

around the modern, multifaceted woman: a consumer who

sees herself as both a unique individual and part of the

strong female collective. This required a number of changes

to our existing brand – including the removal of the tagline

Unforgettable Moments – that are now reflected across our

campaigns, communications and corporate materials. Our

new brand communications platform launched in March

2016 with a global campaign called Unique as We Are.

In addition to female consumers, we also devote a small

amount of our marketing resources to men. Around two

thirds of women who own PANDORA jewellery receive

it as a gift, and more than half of the givers are men. Our

marketing initiatives targeted at men include the Giftfinder,

a simple online tool that helps men find the perfect

PANDORA item for their loved one.

One brand – many segments

Following a study in 2014-2015, we identified a number of

different consumer segments among both female jewellery

wearers and male gift-givers. The segments give a general

impression of why a person buys or wears jewellery, and

enable us to create more targeted and relevant products,

communication, product placement and sales techniques.

AIDED BRAND AWARENESS

Each of our main markets has identified primary consumer

segments, as well as secondary consumer segments that

represent their strongest growth opportunities. Using this

information, they select marketing materials targeted to

their most important consumer segments, an approach

that enables us to ensure global consistency in our brand

presentation, while also targeting specific segments in each

country.

UNIQUE AS WE ARE

Our first marketing campaign based on our

new brand communications platform was

timed for the release of our Spring/Summer

2016 collection. Based on the tagline, Unique

as We Are, the campaign celebrated the

individual uniqueness and collective diversity

of women in the more than 100 countries

where we are present. The multi-channel

campaign contained a number of elements,

including a TV commercial directed by award-

winning director Martin Werner that follows the

separate lives of different women as they come

together to celebrate a friend’s wedding.

The Unique as We Are campaign was

extended into the Autumn/Winter 2016

collection with a new campaign titled The Look

of You. Inspired by the power of self-expression,

the campaign explored the concept of personal

style as an outward representation of women’s

inner selves, inspired by seasonal trends. The

campaign demonstrated the versatility of our

full jewellery universe in a unique way: as an

experimental documentary-style film.

In the film, a number of celebrated global

stylists are introduced to a woman, Ella, who

shares a few personal facts about herself.

The stylists then create a styled look for Ella

– incorporating jewellery from our Autumn/

Winter 2016 collection – that reflects her

personality and the season’s biggest trends. By

the end of 2016, the film had received around

775,000 views on Facebook and YouTube.

Source: Ipsos (2014-2016), IUM (2010-2013) - Global Brand Track among

women between 18 and 64 years.