JCK: What Retailers Can Learn From Pandora’s Twitter Campaign

Excerpt: Back in October, charm company Pandora debuted a new collection—Reflexions—in its efforts to expand its portfolio of product concepts. The collection, which comprises a flat-style bracelet and interchangeable, clip-on charms, was the second new concept for the brand in 2018, and it was heavily promoted on social media.

Pandora worked with its media agency, Mindshare, to craft an approach to targeting its audience on Twitter using the social platform’s ad suite, which includes demographic-targeting tools, to reach the desired buyers (for Pandora, it was women ages 18–54 who are interested in fashion, shopping, accessories, and jewelry).

To learn more about the campaign, including results, read about it in JCK.