BUSINESS STRATEGY•17
BRANDANDMARKETING
Connectingwith consumers
In2014, we continued to build and strengthen the
PANDORAbrand. Broadly speaking, the typical PANDORA
consumer is awomanbetween25 and 49 years of age,
andwithin this group of peoplewe find several relevant
consumer segments, eachwith individual characteristics.
In addition to female consumers, we also connect with
men buying PANDORA jewellery as gifts for women. Aided
brand awareness inour female target group has reached a
high and stable level inour developedmarkets over time,
whilewe are still seeing healthy growth in awareness in our
newermarkets.
We enjoy a close relationshipwith consumers, and
this is enhanced by continuous online engagement via
a variety of social media platforms such as Facebook,
the PANDORAClub and Instagram. Themonthly online
PANDORAMagazine has around half amillion visits per
month and our global Facebook page sees around 300 fan
posts per week.
FACEBOOK FOLLOWERS
ACTIVITIESON FACEBOOK
PANDORACLUB
INSTAGRAM
3,085,140
‘likes’ on the global page
61,448
interactions aweek
6,207,105
members
319,330
followers one year after launch
312
fanposts aweek
PANDORAHEARTSOFTODAY
In 2014, we launched a new social cause
platform in theUS called PANDORAHearts of
Today. Manywomenwork every day tomake a
difference in their communities and theworld at
large. PANDORAHearts of Today celebrates these
women. Entrants are nominated by colleagues,
friends or family and a panel of inspirational
women selects the semi-finalists. The general
public then votes online to select thewinners who
receive a donation to help the organisation they
workwith.
