Helping Pandora break through brand clutter for Mother’s Day

Pandora’s reliance on traditional commercial insights reached a plateau, making it difficult to differentiate during high-competition periods like Mother’s Day. The brand recognized the need to go beyond sales-driven strategies by tapping into evolving consumer conversations. They were looking to incorporate the power of consumer-centricity and cultural relevance in unlocking new avenues for brand building and growth, and establishing new drivers of multi-channel brand activation.

By mapping consumer engagement spaces and competitor strategies, we gained a holistic view of the occasions and subjects Pandora could tap into, turning insights into actionable campaigns strategies.

For one of these key occasions, Mother’s Day, we developed a bespoke Mother’s Day Insight & Activation Compass, providing Pandora with campaign territories for differentiation while building lasting emotional connections. The theme, “Multifaceted Motherhood,” was built on an understanding that representation in most branded Mother’s Day campaigns was still trapped in outdated clichés of family bonds. This insight had the power to broaden Pandora’s reach through more inclusive representations of family structures.

The solution provided Pandora with the missing pieces of its insights mix to ensure a comprehensive understanding of what drives consumer behavior around key occasions, and how to effectively differentiate from competitive noise.

For Mother’s Day, Manyone’s recommendations broadened the campaign's resonance, all while fostering a lasting emotional connection with the audience. The success of this approach led Pandora to adopt Manyone’s Compass for future campaigns to drive cultural relevance and competitive differentiation across their marketing efforts.