In this Creative Showcase, we are looking at the engaging Pandora campaign in Turkey. With AdColony’s impeccable Dynamic End Card technology, Pandora increased brand consideration and most importantly, purchase intent with its targeted audiences.
About the Campaign
Iconic jewelry brand Pandora knows how important it is to love and express yourself first, and we all have different moods that change day by day. With their brand new collection Pandora ME, unique jewelry that’s flexible and adaptable to reflect every side of your personality, Pandora decided to use the undeniable power of mobile games to capture their target audience in Turkey.
Tapping into the power of Gen Z’s energy, the Pandora ME collection is a celebration of self-expression, creativity, and embracing the beauty found in our differences. It’s all about breaking the rules, defying expectations, and being bold. Thus, Pandora wanted their audience to remix their look, and discover the collection through their screens.
How did it work?
Pandora partnered with AdColony to run a mobile campaign to promote their Pandora ME collection which brought an edgy update to the classic Pandora look. The audience watched Pandora’s colorful pre-roll ad starring global celebrities like Charlie XCX, Addison Rae, and Cecilia Contarano. Then, AdColony’s Dynamic End Card technology allowed Pandora to invite the audience to create their look. With Drag & Drop execution, audiences were able to pick their favorite charm on the screen and drag them to the pink box on the left side of the screen. After the action, Dynamic End Card offers them to listen to the Pandora ME playlist by clicking the “Listen on Spotify” CTA button. Audiences could also continue to discover the other Pandora ME charms by clicking the “Discover Now” CTA button on the screen.
AdColony’s creative and engaging Drag & Drop execution ultimately captured mobile gamers’ attention. Also, with the different CTA buttons, Pandora achieved great results which all exceeded the benchmarks.
Why did it work?
Thanks to the outstanding Drag & Drop execution on the Dynamic End Card, Pandora received a 16% Dynamic End Card engagement rate compared to its original 10% Drag & Drop benchmark. While the DEC received more than 95,000 engagements, more than 74,500 of those came from unique users which resulted in a 79% Unique Dynamic End Card engagement rate. Among three charms, the first one was the one to receive most of the engagements. End Card CTA constitutes 5% of all engagements, which is an outstanding performance. Users also spent an additional 10.3 seconds on Dynamic End Card.
The campaign achieved an amazing 89% Video Completion rate compared to its 80% benchmark. With more than 675.000 impressions and 603.000 completed views, it is clear that Pandora ultimately captured its target audience and achieved its goal.
To deeply analyze the campaign’s effect on the audience, we also measured the results with a Nielsen certificated Brand Study. On Brand Consideration, Pandora has a 142.1% uplift rate. After seeing the ad and Drag & Drop DEC execution which shows the new products on models, users are more likely to prefer Pandora. A 29.8% uplift rate on Purchase Intent indicates that the campaign has affected users’ tendency to buy jewelry from Pandora positively, thanks to the DEC execution. And finally 2.7% uplift on Ad Recall shows that the users who have watched the ad on AdColony tend to remember the ad even after two weeks.
Pandora, a Danish jewelry brand designs pieces for women around the world to express their stories through their style. Pandora began designing its beloved charms in the year 2000. Each charm has a meaning, sometimes many meanings, one from its designer and more lent to it by the person who wears and loves it. Whether it’s a celebration of color or pattern or a tribute to a country, occasion, activity, or most importantly, a person, each charm is designed to tell the personal story of its wearer while showcasing their unique style. Our charms are worn with love on bracelets, necklaces, and earrings; created especially to be worn in ways unique to those who wear them.
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