Pandora has engaged a cast of local YouTube stars for its Christmas push, injecting a sense of humour into the Danish jewellery brand.
Dubbed āHear My Loveā, the initiative asks customers to create an e-Christmas card with a personalised audio message on PandoraĀ Facebook page throughout December. UsersĀ are encouraged toĀ visit Pandora’s online store (via Facebook) and redeemĀ special gifts and messages from the brand.
The program is being promoted via threeĀ heart-warming videos featuringĀ Siu Kiu (å°ēæ¹), Ming Jai (Mingä»), Cecilia So (čéŗē) and Neo Yau (ęøøåøäæ®). So farĀ two videos have been launched.
YouTube video ā Love between lovers
YouTube video ā Love between family
“This is the first time we have engagedĀ opinion leaders in one segment on this scale. Localisation is very important to our overallĀ 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 onĀ 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