Transforming global campaigns with Pandora

Pandora faced stagnating marketing performance and increasing fragmentation of their 250 people large, cross-functional marketing team. The team was challenged by siloed operations across creative, media, digital, and the company was not getting sufficient local market engagement on their campaigns. They needed a cohesive model to improve campaign efficiency and impact, while reducing complexity and empowering teams.

To equip Pandora with a shared mindset and integrated approach to campaign development, we co-created new ways of working with stakeholders across the team to ensure they would be ultimately embraced and championed from within.

Over the course of 10 months, we road-tested new processes and marketing solutions, refined tools like planning templates, and introduced a structured training rollout. We co-created the 360 Marketing Orchestration Playbook to enable teams to build better campaigns and fulfill Pandora’s ambition of becoming a marketing powerhouse.

The new playbook was successfully rolled out across Pandora’s entire marketing organization and unified the team, enabling streamlined and impactful campaigns.

The playbook drove a 95% adoption rate of global strategies in local markets, with campaigns like PandoraMe – a product launch and campaign targeting Gen Z – becoming a viral TikTok sensation with 10x performance improvement compared to previous Pandora TikTok campaigns.

9 out 10 ten Pandora marketing employees said that the new playbook and toolbox helped them improve campaign and team integration, setting a new standard for Pandora's marketing excellence.