By Rimma Kats
August 2, 2012
The company has used mobile during key holiday seasons such as Mothers Day and big events including the Superbowl to engage new and existing customers with its products. Additionally, Pandora has a mobile application and has dipped its toes in mobile advertising, as well as QR codes.
Mobile works, especially well when we talk about our major holiday campaigns, he said. As we understand how the consumer utilizes a mobile device, were able to apply our advertising accordingly to make it fit to the environment.
Theres also a lot more engagement happening on mobile.
The company partnered with Millennial Media and agency GKV on the mobile initiative, which targeted males during Super Bowl Sunday.
The campaign drove more than 17-times the number of clicks as the average for the previous 16 days.
Via the campaign, Pandora ran mobile ads on mobile sites and apps that would likely reach men while they were browsing between plays.
The campaign ran every Sunday in January leading up to the big game.
Instead of going the traditional route and spending a lot each month on a 30-second spot, Pandora decided that mobile was the next big step in reaching its target demographic.
Additionally, the jewelry retailer ran another campaign with Millennial and GKV for Mothers Day.
The mobile campaign ran three weeks prior to the holiday and targeted both men and women.
The demographic for the Mothers Day campaign was men ages 35-49 and women ages 25-49 with an annual household income of more than $50,000.
Through the mobile ads, consumers were encouraged to design their own bracelets.
Inevitably, the intiative aimed to bolster Pandoras sales during Mothers Day.
According to Mr. Ilagan, the campaign delivered upon the companys expectations and drove consumers to the Pandora Gift Advisor.
In addition to using mobile advertising, Pandora also has a mobile app where consumers can browse the entire Pandora catalog, stay up-to-day on the latest pieces in the collections, as well as share their favorite items with friends and family through Facebook and email.
Through the app, customers can also narrow down their search. For example, users can browse for items based on their budget, the type of jewelry they are looking for, the material it is made out of and the colors they prefer.
Pandora has also placed QR codes on its static print campaigns to drive brand awareness.
QR codes help our consumers and our retailers, Mr. Ilagan said.
Having a multichannel approach is critical for both marketers and retailers.
Having a mobile application does not mean a marketers has a complete mobile strategy.
It is important for companies to incorporate different mobile mediums to reach as many consumers as possible.
Pandora is a great example of a stellar jewelry brand that knows their buying season, audience and consumer behavior,” said Marcus Startzel, general manager atMillennial Media, Baltimore, MD.
“Back in January, when they advertised during the Super Bowl on mobile, they knew they would get to their targeted male audience while these avid sports fans were buried in their mobile device, versus the TV,” he said.
GKV was a great agency partner in all of our Pandora mobile ad campaigns.”
Rimma Kats is associate editor on Mobile Marketer, New York
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