For the launch of its new Pandora Reflexions™ collection, Pandora (@PANDORA_NA) — an almost four-decade-old brand that designs, manufactures, and markets affordable luxury jewelry — wanted to reach women who were looking for modern, feminine jewelry. In collaboration with their media agency Mindshare, Pandora turned to Twitter for the launch given our reputation as the go-to platform for successful debuts2.
Leaning on our robust ad suite to drive awareness around the new line, Pandora tapped into our engaged audience of users who help influence what family and friends buy.
To start, Pandora used our demographic targeting tools to find its core audience on the platform: women aged 18 to 54 who are interested in fashion, shopping, accessories, and jewelry.
With its target audience locked in, the brand followed some of our recommended best practices for product launches.
Building anticipation for the new collection ahead of the launch, Pandora encouraged conversation around the upcoming line by sharing compelling, visual content like videos and GIFs of the new collection. On launch day, the brand did a full product reveal and officially introduced Pandora Reflexions to the world, Tweeting videos, interactive audience polls, and carousels of the new products in the line.
To measure how the campaign drove brand metrics, Pandora used Twitter Brand Surveys to survey a group of people — some who were exposed to their ads and others who were not. It asked a series of questions to measure awareness, consideration, and recall of the campaign’s messages.
Insights from the survey helped Pandora improve its creative assets for future campaigns, while validating that launching a new product using the tease/reveal strategy was an effective driver of brand metrics.