Pandora has engaged a cast of local YouTube stars for its Christmas push, injecting a sense of humour into the Danish jewellery brand.
Dubbed âHear My Loveâ, the initiative asks customers to create an e-Christmas card with a personalised audio message on PandoraÂ Facebook page throughout December. UsersÂ are encouraged toÂ visit Pandora’s online store (via Facebook) and redeemÂ special gifts and messages from the brand.
The program is being promoted via threeÂ heart-warming videos featuringÂ Siu Kiu (ć°çżč), Ming Jai (Mingä»), Cecilia So (èéșç) and Neo Yau (æžžćžäżź). So farÂ two videos have been launched.
YouTube video â Love between lovers
YouTube video â Love between family
“This is the first time we have engagedÂ opinion leaders in one segment on this scale. Localisation is very important to our overallÂ marketing and fits with our global voice,” Isabella Mann, marketing vice president at Pandora Asia, told Marketing.
Riding on its “one brand one voice” global brand strategy, Mann said Pandora’s local adaptation in Hong Kong stays onÂ digital and promotional events where the Hong Kong operation is allowed more freedom to create content.
“Harnessing the power of opinion leaders and local content, the campaign consolidates our brand image as a jewellery maker that does not only provide charms and bracelets.”
Creative agency: Oasis Brand Communications
Media buy agency: Maxus