BUSINESS STRATEGY•19
MEETINGCUSTOMERS
INTHEDIGITALWORLD
When an image of the PANDORA
Valentine’s Collection 2015was
postedon Instagram, it quickly
attractedmore than 20,000 ‘likes’
and hundreds of comments from
followers, many of whichwere
recommendations to friends or hints
to boyfriends and husbands.What
drives somanywomen to follow us?
For PANDORA, themost
powerful marketing tool is the
womenwho share their lives and
personalities through our products,
and inmanyways social media
is the perfect platform. It enables
women (around95%of our
followers and fans are female) to
easily share their stories, style and
passion for our productswith friends
and family, aswell aswithmillions
of other women across the globe.
The cornerstones of our digital
presence remain Facebook and
the PANDORAClub.These are
supported by a strong presence
on Instagram, Pinterest,YouTube
andTwitter – andwe are always
on the lookout for other relevant
digital platforms. Our Instagram
account was recently highlighted as
top performer in thewatches and
jewellery industry by the digital
think tank L2, and our Facebook
pageswere recognised for their high
level of organic fan engagement.
Our Facebook pages have nearly
fivemillion ‘likes’, andbetween
200,000 and 300,000people
interact withus on Facebook
eachmonth, either through our
global Facebook page or one of
15 local pages.These interactions
vary from sharing personal stories
to simply ‘liking’ our content or
recommending it to others.
The PANDORAClubbuilds
a strong sense of brand loyalty
among its 6.2millionmembers by
offering regular newsletterswith
sneak peeks and special content,
aswell asmember functionalities
on our website such as a ring
size saver.Members can even
create a PANDORAwish list and
share it with friends and loved
ones through other social media
channels.
This high level of digital
interaction enables us to develop
close connectionswith customers
and build buzz aroundnew
products through sneak peeks and
special promotions. But above all,
we empower women from all over
theworld to share their stories
and passion for our productswith
each other, and spreading their
love for our brand.
