From TV & print to social media, digital & in-store executions, "The Art of You" campaign spanned across every touchpoint in North America, encouraging women to express their personal style & stories through their jewelry.
"We went to Grey to help Pandora establish itself as an affordable luxury-jewelry brand" as opposed to a "charm-bracelet brand," says Charisse Ford, Pandora's CMO. "Grey pitched the concept of 'The Art of You,' the idea of the consumer expressing herself every day through her jewelry." That campaign, launched in April (2015), "helped shift the perception of the brand across key purchase drivers. We have seen increased engagement in social and tripled our earned media expectations."
ADWEEK: Pandora Jewelry Wants to Sell You More Than a Charm Bracelet
PR Newswire: PANDORA Jewelry Unveils The Art of You In North America