PANDORA’s ‘Moments’ bracelet had become a facilitator of social media dialogue between women, much of it surrounding the meaning of different charms. To foster a mutual sense of connection between fans and the product, we launched a unique application into seven focus markets with different cultural and linguistic heritages.The application had a special ‘taxonomy’ feature that let users assign values to specific charms by choosing between 35 predefined words (eg. ‘love’, ‘hope’, strength’). We intended the feature to inspire users and help them share personal sentiments.We supported the launch with a paid-for campaign comprising:- Facebook social ads, with 20 different themes based on existing tracking data and archetype studies (more than 100 ads in all translated into seven languages).- A search campaign incorporating 8000+ keywords and phrases.- Viral seeding conducted through banners where the latest bracelet designs were xml-fed into the banners in real time.

The campaign far exceeded all PANDORA’s initial KPIs and success benchmarks:- Unrivalled involvement levels for a luxury brand, with over 575,000 applications installed, over 112,000 bracelets designed and over 43,000 “likes”.- Unprecedented user engagement levels with 61,000 posts on the application Wall and more than 330,000 unique actions through the application.- The Facebook campaign alone over-performed 1000% in conversion from click-to-install.- A review on Insidefacebook.com highlighted the application as ‘best practice’.- The viral synergy helped PANDORA’s Facebook page go from 40,000 to 240,000 fans – without compromising PANDORA’s brand and position.