They say there is a unique bond between mothers and daughters. But how strong is it? We decided to put it to the test.

With a digital film experiment - titled The Unique Thank You – we gave daughters a chance to reflect on that unique bond and write down a personal thank you message to their mom.

Then we captured the moment when the mothers singled out the message written by their daughters in a gallery space filled with anonymous messages.

Following the film experiment we gave daughters around the world the chance to relive the experience with their own mothers. On PANDORA’s website they could write their mother a thank you message and see if she could find it among other anonymous messages.

We decided to dramatize the unique bond between mothers and daughters through a filmed experiment. 8 daughters were asked to write a unique message to their mom. The messages were put on display in a gallery setting and the 8 mothers were now brought in one by one to single out the message written for them while their daughters watched back stage.

The filmed experiment was launched on PANDORA’s Facebook page as well as Youtube channel.

Besides the main film, the campaign consisted of a behind the scenes film and a portrait of the stories behind the unique messages.

On Pandora’s website we then invited daughters around the world to relive the experiment and test their own unique bond with their mom. The daughters could write their own thank you message and see if their mom could find it between three other messages.

At the date of this entry we have not yet passed Mother’s Day in most countries. So the results are based on the first two weeks after the launch of the film:

• + 4.000.000 views

• +1.200.000 actions on Facebook (shares, likes, comments etc.)

• + 30.000.000 media impressions

But most important PANDORA inspired conversations around the world about the unique bond between mothers and daughters. And in reminding women around the world that even though each and every one of us are unique, some of these unique qualities have been passed on from our mothers. And we should remember to appreciate that.

The purpose of The Unique Thank You was to inspire conversations around the unique qualities that are passed on from mother to daughter. In that way, The Unique Thank You is not only a live celebration of PANDORA’s new brand platform: ‘Unique As We Are’. The bigger achievement is making PANDORA play a role in daughters around the world thanking their mom and mothers becoming aware of the unique women their love and advice helped shape. The campaign successfully ignited global conversations around the unique bond between mothers and daughters.

Since the target group is very broad and both culturally and demographically diverse we needed to build on a universal insight in women.

One thing that is essentially universal is the relationship between mothers and daughters. All mothers and daughters share a common bond. Yet there is something in each and every bond, that is unique.

We wanted to remind women across the world of the uniqueness that is passed on from mother to daughter.

By choosing a highly emotional territory such as the unique bond between mother and daughter we wanted to add an emotional value to the new brand platform, ‘Unique As We Are’, and to make the celebration of uniqueness about more than unique looks and traits but rather an exploration of what makes a woman unique.

There is no bigger global yearly jewellery occasion than Mother’s Day. But even for the world’s second largest jewellery brand, cutting through the communication clutter around Mother’s Day is a challenge.

PANDORA wanted to become part of the conversation around Mother’s Day 2016. Rather than just communicating to the target group, they wanted to involve them and make them part of the communication.

As part of the journey towards PANDORA’s overall objective of becoming the world’s most loved jewellery brand, PANDORA launched a new platform in 2016 called ‘Unique As We Are’ celebrating the uniqueness of every woman.

The objectives for the campaign was to inspire conversation around Mother’s Day that could work as a testimony to the new platform and ultimately increase brand consideration.