Pandora shifts brand gears to focus on empowered women

The jewellery giant invests in a new diverse marketing strategy to boost engagement with its female target market

Global jewellery brand, Pandora, has revealed a new marketing campaign to celebrate and engage with its empowered and diverse female customer base.

According to VP of marketing, Glenda Wolman, the ‘DO’ campaign, which launched globally on March 16 and has culminated in a new TVC, encourages women to be true to themselves and act on what they believe in.

“The campaign was designed to highlight the significant reasons women choose to express themselves through their jewellery choices,” she told CMO.

“The campaign features artists and athletes, talking about who they are while showcasing what they do best. We feature several strong female personalities, such as professional kickboxer Ruqsana Begum, sharing empowering messages of self-belief, accomplishment and action.”

The campaign is reflective of a wider strategy at Pandora to be part of a wider socially responsible philosophy. Wolman said the new modern, bold feel of the brand encourages women to embrace their passions and their dreams, whatever their age. The objective is to help them tell the world how they think and feel, and most importantly, to stand up for what they believe in.

“It is also a chance for PANDORA to share what we do and what we believe in as a brand – creating high quality, hand-finished jewellery, and being socially and environmentally responsible,” she said. “We believe in using ethically sourced materials, including environmentally friendly stones, and recycled gold and silver.”

In order to boost engagement with today’s empowered and globally savvy , digitally connected woman, Wolman suggested brands should be a symbol of something ‘bigger’, not just a style statement.

“As a brand, you need to empower women as individuals – each woman has her own unique passions and interests, and celebrates special moments in her own way,” she said. “Ultimately, you need to inspire action. Encourage women to pursue their dreams – together, we can do more.”

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