Pandora is a special brand with a

special set of goals that stand out in

the jewelry industry.

That is why our team is presenting

Pandora with a special business
opportunity within this campaign.

THE CHAMPION
COLLECTION
 MEET THE TEAM

Morgan Day Madison Solka Anna Marema Shannon Baker

Social media Collection creator Research specialist Graphic Designer
analyst and content and story line and budget and social content
creator content generator allocations design
Rebranding Strategy
December 2020 Pandora Brand Message:
Efforts of Programme NOW have taken a hit from COVID-19 all women have their
individual stories to tell and
16% decline in sales over the past three quarters. personal collection of
special moments that
The global jewelry market is projected to expand by 8.1% by 2025.
makes them who they are

After conducting extensive research research on

industry trends and sales, company finances, and
consumer behavior, we've put together key insights
that drive our campaign:
Key Insights
Consumers are increasingly
Programme NOW
consists of efforts to comfortable shopping online
re-brand to a younger for jewelry, and are much more
age demographic.
likely to make high-ticket
purchases online than five
years ago.
The Pandora customer
is not characterized by
age, income-bracket, The share of online sales
but rather a desire to across US jewelry sales
Emotionally connect
with a jewelry products doubled over 2019 (MOF,
(Hales, 2019). 2020).
 WHAT ARE CONSUMERS BUYING?
Jewelry sales trends in 2020:
bracelets and rings are out, necklaces and
earrings are in.

Strong focus on the charm bracelet and charm

Consumers are buying products in Pandora’s advertising compared to
less bracelets and
buying more earrings and other products
necklaces. Sales are
expected to reach
Earrings, necklaces and pendants account for
17.7% increase
less than 25% of sales
for 2020.
GOAL
To re-establish a new
association with the

brand while maintaining

a personal connection
with the customer.
THE TARGET AUDIENCE

The Pandora customer is not characterized

by age or income-bracket, but rather a
desire to emotionally connect with a
jewelry product on an emotional level.

Expand the initiatives of Programme

NOW by targeting a younger age
In our target audience
demographic
more than 69% of girls
PR strategy to target the mothers of
participate in
this younger demographic competitive sports.
OUR KEY STRATEGY
Re-brand necklace and earring products
to create a collection that targets female
athletes and their mothers to increase
product sales.
 THE CHAMPION COLLECTION
Behind every athlete’s success lies a unique story. It’s an athlete's inner qualities
and values that allow them to chase their dream and reach their goals.
The Champion Collection provides quality jewelry for the athlete, crafted to reflect
the inner qualities that push her to become a champion.

Female athletes across sports wear subtle jewelry during sporting

events. This jewelry is tied to luck, superstition, and success.

The mothers of these athletes not only buy this jewelry for their
daughter, but they also wear their own pieces as a sign of
support, luck and superstition.
With this collection we seek to connect with the younger
demographic by branding products to reflect her emotions and
experiences as an aspiring champion.
We will connect with the mother of young athletes by
connecting products to the main theme of support for her
daughter's dream.
 THE CHAMPION COLLECTION

..what dreams are made of

 Rename Strategy: Sponsored social
By connecting the symbolic and spiritual meaning of metals media posts
and shapes to the values and characteristics of an athlete
Create and Launch -
Pandora ‘Champion Collection’
Connect to passion, faith,
courage, heart, spirit, strength

'Dreams in Motion' Studs

Circle Studs

a circle represents a period in time

an athlete's journey starts with a dream
Tactic: Post of the ‘Champion Collection on social media and the website.

Post:

Introducing the Champion

Collection:
Every athlete has a story.
#letitshine
Available February 3.
Objective 2: Increase necklace and earring
product awareness to expand Pandora brand
image.
Strategy
Social media advertisements / contents posts / Brand Ambassadors

Messages aimed a the athlete of Messages aimed a the parent of

an athelte posted on Instagram an athelte posted on Facebook
Tactics for girls ages 10-25

Post the Champion

Collection release debut:
An overview post of the
collection and post the
rest of the products on
the Instagram story that
will be further saved in
the “Highlights” tab for
followers to view at any
time.
Tactic #2
Introduce Brand Ambassador:
Why MyKayla Skinner? MyKayla Skinner

Shes an Olympic hopeful with

large following across social
media platforms and has a
large engagement on these
platforms. She not only has
179K followers on Instagram,
but has a compelling story
and embraces the idea behind
this collection.
Tactics for Mothers of daughters ages 10-25
Post on Facebook: (Video) Script

A mom slips a small box into her daughter’s bag that

says “open after warm-ups” written on the top.
When the daughter goes to change she sees the box,
grabs it, then opens the note that reads:

I’m so proud of you - MOM.

Underneath the note is Pandora wrapping paper.

The daughter removes the paper to discover a pair of

earrings from the Pandora Champion Collection. Her
mouth opens and she looks at the note and earrings and
smiles, she then puts the earrings on in the mirror.
Objective 3: Increase website traffic by 10% amongst
women the target audience: women ages 10-25 and
mothers with children ages 10-25.

Strategy
Social Media Content / Storytelling
/ Micro-Site for the Collection on the Official Website
Tactics
Create a microsite on the Pandora
The Champion Collection
website that Highlights the Champion
Collection.
Facebook short video preview of the
What dreams are made of
interview: The mother of a track #letitshine
athlete ambassador who is an
Olympic hopeful.
Video preview of Mckayla Skinner
discussing her journey on Instagram.
Link to full video on the micro-site
Tactic:
Partnership with Women's Sports Foundation
Women’s athletic programs at the collegiate level
have been cut due to budget funding and women’s
sports are being cut back across the country on all
levels.

We teamed up with the Women’s Sports Foundation

to help the female athlete's dream alive. 10% of
proceeds go to the Women’s Sports Foundation to
fund women's sports.

Launch Partnership on National Women in

Sports Day: February 3, 2021
BUDGET
 As current and former female athletes, our journeys all started with a
dream.

Everyone's unique dream has a story, that can be marked with memorable
milestones along the way. This campaign displays why Pandora should be
a part of these milestones. A champion in sport and a champion at heart is
what the Pandora Champion Collection stands for.

#letitshine