DIGITAL MARKETING STRATEGY

GROUP
ASSIGNMENT
PANDORA’S CAMPAIGN
“EVERY MOMENT, YOUR STYLE”

Group 3: Huynh Ngoc Tho

Luu Hai Duong
Nguyen Van Minh
Phung Phuong Anh
Nguyen Minh Hieu
Nguyen Van Duong
Class: MKT10821
Lecturer: Tran Vi Anh
Date: Spring 2024
CONTENTS

I. Executive summary ............................................................................................................4

II. Brief introduction of the company ....................................................................................4

1. History ............................................................................................................................4

2. Mission/Vision ................................................................................................................5

3. Products/Services ............................................................................................................5

III. Digital marketing mix evaluation..................................................................................6

1. Product ............................................................................................................................6

2. Price ................................................................................................................................7

3. Place ................................................................................................................................7

4. Promotion ........................................................................................................................7

IV. Digital communication plan ..........................................................................................8

1. Development of the target market and media user profile .................................................9

1.1. Social Media .......................................................................................................... 10

1.2. Mobile Applications............................................................................................... 12

2. Set the campaign goals by following the SMART. ......................................................... 15

2.1. Goal ....................................................................................................................... 15

2.2. Campaign Goals in SMART Format ...................................................................... 16

3. Digital Marketing Plan .................................................................................................. 18

3.1. Trigger – 6 weeks: Establishing Foundations and Enhancing Brand Awareness ..... 18

3.2. Engage – 10 weeks ................................................................................................ 18

3.3. Amplify – 8 weeks: Increasing Sales and Special Promotions ................................ 22

4. Strengths and Weaknesses of the Chosen Channels........................................................ 22

5. Potential Threats Associated with Using this Channel. ................................................... 23

2|Page
 6. Reasons for Not Selecting Other Major Media Channels ............................................... 23

7. Evaluation of Effectiveness ........................................................................................... 23

V. Recommendations and Conclusions............................................................................ 24

REFERENCE .......................................................................................................................... 25

3|Page
 I. Executive summary

This campaign proposal aims to address the key problem faced by PANDORA: the need to
enhance online visibility, improve customer engagement, and drive sales through effective digital
marketing strategies. By leveraging various digital marketing tools and channels, the campaign
aims to achieve specific goals that align with PANDORA's overarching marketing objectives.
Through targeted initiatives focused on reaching and resonating with the target market, the
campaign aims to strengthen PANDORA's competitive position in the market and drive
sustainable growth.

II. Brief introduction of the company

1. History
PANDORA was founded in 1982 in Copenhagen, Denmark. Initially, the company focused on
importing and distributing jewelry from Thailand. However, in 2000, PANDORA shifted its
strategy towards designing and manufacturing its unique jewelry. Since then, PANDORA has

4|Page
become a global leader in affordable luxury jewelry, renowned for its customizable charm
bracelets and extensive range of high-quality pieces.

2. Mission/Vision

PANDORA's mission - to bring to women around the world tens of thousands of genuine, modern,
hand-carved jewelry products with exquisite quality and reasonable prices, and thereby inspire
those who Women express themselves. Every woman has her own stories to share - lots of special
moments that make her unique.
PANDORA's vision revolves around offering high-quality, hand-finished jewelry that celebrates
life's special moments and enables individuals to express their unique identities affordably.
Committed to craftsmanship and using genuine materials, PANDORA emphasizes the importance
of quality while ensuring accessibility with a diverse range of price points. Their customizable
collections empower customers to craft pieces that resonate with their personal stories, fostering a
sense of individuality and connection. Through their jewelry, PANDORA seeks to inspire joy,
commemorate milestones, and make every moment count, reflecting their belief in the enduring
power of self-expression and celebration.

3. Products/Services
PANDORA offers a diverse range of jewelry products and services tailored to meet the needs and
preferences of their customers. Their primary offerings include customizable charm bracelets,
which serve as the cornerstone of their brand, allowing customers to create personalized pieces by

5|Page
selecting from a wide array of charms representing various themes, symbols, and milestones.
Additionally, PANDORA designs and sells a variety of other jewelry items such as rings, earrings,
necklaces, and pendants, often featuring the same hand-finished craftsmanship and attention to
detail.

They also provide complementary services such as jewelry cleaning, repairs, and resizing to ensure
the longevity and continued enjoyment of their products. With a focus on quality, affordability,
and individuality, PANDORA aims to offer jewelry that not only enhances personal style but also
holds sentimental value, celebrating life's meaningful moments with elegance and charm.

III. Digital marketing mix evaluation

1. Product
Customization and personalization: PANDORA's digital platforms, such as their website and
mobile app, can offer customization options for customers to design their jewelry pieces.

According to a study by Deloitte, 36% of consumers expressed interest in personalized products

or services.

6|Page
Data-Driven product development: By analyzing customer data from online interactions and
purchases, PANDORA can identify emerging trends and preferences. For instance, PANDORA
could use analytics tools to track which jewelry designs are most popular among certain
demographics or geographic regions.

2. Price
Dynamic pricing: Digital tools enable PANDORA to implement dynamic pricing strategies based
on real-time market conditions. According to McKinsey, companies that implement dynamic
pricing can see revenue increases of 2-5%. For example, PANDORA could adjust prices for certain
products during peak shopping seasons or in response to competitor pricing changes.

Personalized pricing: Through data analytics, PANDORA can offer personalized discounts or
promotions to individual customers. A study by Accenture found that 75% of consumers are more
likely to buy from a retailer that recognizes them by name, recommends options based on past
purchases, or knows their purchase history.

3. Place
E-commerce expansion: Digital tools facilitate PANDORA's expansion into e-commerce,
allowing them to reach customers beyond their physical store locations. According to Statista,
global e-commerce sales are projected to reach $6.54 trillion by 2022. PANDORA's online store
can provide convenience and accessibility to customers worldwide.

Geotargeted marketing: Utilizing digital tools, PANDORA can implement geotargeted marketing
campaigns to reach customers in specific locations. A study by Google found that 76% of people
who conduct a local search on their smartphone visit a physical store within 24 hours.

4. Promotion
Social media marketing: PANDORA can leverage social media platforms like Instagram and
Facebook to promote their products to a vast audience. According to Hootsuite, Instagram has over
1 billion active users monthly, providing a significant opportunity for brand exposure.

7|Page
Data-driven campaign optimization: Digital tools enable PANDORA to analyze campaign
performance metrics in real-time and optimize marketing efforts accordingly. For instance,
PANDORA could use A/B testing to compare different ad creatives and determine which resonates
best with their target audience.

Despite its strong brand presence, PANDORA faces challenges such as increasing competition,
changing consumer preferences, and the need to adapt to evolving digital trends. Additionally,
there is a need to enhance online visibility, improve customer engagement, and drive sales through
effective digital marketing strategies.

IV. Digital communication plan

Concept
The concept of the digital communication plan for PANDORA revolves around "Elevating
Personal Style with Timeless Jewelry." This concept emphasizes the idea that PANDORA's
jewelry pieces are not just accessories but expressions of personal style and timeless elegance. It
focuses on the emotional connection customers have with their jewelry and how PANDORA
enhances their individuality and beauty.

Big idea: "Every Moment, Your Style."

This big idea encapsulates the notion that PANDORA's jewelry is not just for special occasions
but for everyday moments, whether it's a casual outing, a professional setting, or a memorable
event. It emphasizes the versatility and adaptability of PANDORA's pieces to complement and
enhance every aspect of the wearer's life. Through compelling visuals, storytelling, and user-
generated content, this big idea aims to evoke emotion, inspire aspiration, and reinforce the idea
that PANDORA jewelry is an integral part of one's personal style journey. In summary, the concept
of "Elevating Personal Style with Timeless Jewelry" and the big idea of "Every Moment, Your
Style" serve as the guiding themes for the digital communication plan, shaping the content,
messaging, and creative execution to resonate with PANDORA's target audience and drive
engagement and sales.

Key message: "Elevate Your Everyday Moments with Timeless Elegance."

8|Page
 1. Development of the target market and media user profile
Aspect Target Market: Women aged 25-45 Media User Profile
Age: 25-45 Predominantly female audience
Gender: Female Varied educational backgrounds
Income: Middle to high-income Active online presence
Demographics Comfortable with social media
Education: Varied
platforms
Tech-savvy, use smartphones and
Occupation: Varied
laptops frequently
Engage with lifestyle and fashion
Fashion-conscious
content
Value self-expression Seek inspiration for personal style
Enjoy sharing experiences and
Seek quality and durability
Psychographics connecting with others
Appreciate storytelling and visual
Embrace individuality
aesthetics
Look for personalized and curated
Appreciate meaningful moments
content
Social media platforms (e.g.,
Instagram, Facebook, Pinterest) for
Follow fashion influencers, jewelry
fashion inspiration, product
bloggers, and lifestyle brands
discovery, and community
Media engagement
Consumption Online search engines (e.g., Google)
Read fashion magazines and online
Habits for product research and purchasing
publications for style tips and trends
decisions
Participate in online forums and
Email newsletters for exclusive
communities related to fashion and
offers, promotions, and brand updates
lifestyle

9|Page
 Mobile apps for convenient shopping Watch tutorials, unboxing videos, and
experiences and loyalty rewards product reviews on YouTube
Online forums and communities for
Listen to podcasts discussing fashion,
sharing experiences,
trends, and lifestyle topics
recommendations, and styling advice
Influencer collaborations and
sponsored content for product Engage with brand-sponsored events
recommendations and brand and activations both online and offline
endorsements

Media user profile

Analyzing the online presence of pandora company
1.1. Social Media
Instagram
➢ Purpose: PANDORA utilizes Instagram as a visual storytelling platform to showcase its latest
jewelry collections, highlight customer experiences, and engage with its audience through
captivating imagery and videos.
➢ Most popular: PANDORA's Instagram account (@theofficialpandora) has a significant
following, with a large number of followers engaging with posts regularly.
➢ Statistical information: PANDORA's Instagram account has millions of followers, and its posts
receive high levels of engagement in the form of likes, comments, and shares. Additionally, the
use of relevant hashtags and collaborations with influencers contribute to the reach and visibility
of PANDORA's content on Instagram.

Facebook
➢ Purpose: PANDORA's Facebook page serves as a platform for sharing brand updates,
promotions, and interactive content, fostering a sense of community among its followers and
providing customer support.
➢ Most popular: PANDORA's Facebook page has a substantial following, with a diverse audience
demographic comprising customers, enthusiasts, and brand advocates.

10 | P a g e
➢ Statistical information: PANDORA's Facebook page has a high engagement rate, with posts
generating numerous likes, comments, and shares. The page also facilitates direct communication
with customers through Messenger, allowing for personalized interactions and assistance.

TikTok
➢ Purpose: PANDORA uses TikTok as a platform to connect with a younger audience
demographic and showcase its jewelry in a creative and engaging manner through short-form
videos and challenges.
➢ Most popular: PANDORA's TikTok account (@officialpandora) has gained traction among
younger users, with a growing number of followers engaging with its content.
➢ Statistical information: PANDORA's TikTok account has amassed a considerable following,
and its videos often go viral, reaching a wide audience and driving brand awareness. The use of
trending hashtags and participation in TikTok challenges contribute to the platform's popularity
and reach.

Social Media Statistics

Facebook
➢ Facebook has 2.8 billion daily active users in the third quarter of 2021.

➢ Facebook is the third most visited website in the world with a total of 11.2 billion visits, 1.5
billion unique visitors, and an average visit duration of 21 minutes and 52 seconds.
➢ 98.3% of Facebook users access the social platform on mobile devices.

➢ Video ads are considered to perform better than any other ad format on Facebook.
➢ Facebook Stories have 500 million daily viewers.

➢ 81% of brands prefer video marketing on Facebook.

➢ 25.7% of users aged 25-34 use Facebook.

➢ 18.1% of users aged 35-44 use Facebook.

➢ 43.5% of Facebook users are female.

11 | P a g e
Instagram

➢ Half of Instagram's active users check Stories daily.

➢ In 2022, 58% of marketers plan to leverage Instagram Reels.

➢ 90% of Instagram users follow business profiles.

➢ 80% of Instagram Stories contain and highlight a call-to-action will perform better.

➢ 100 million users either create or watch live videos on Instagram daily.
➢ 83% of Instagram users use the platform to discover new products and services. In fact, 87% of
people have even taken a specific action, such as making a purchase, after seeing product
information.
➢ 73% of Marketers endorse Instagram for Influencer Marketing activities.
➢ The engagement rate on Instagram is significantly higher than Facebook, but tends to have
fewer posts per day.
➢ The fashion industry has the highest interaction rate and posting frequency on Instagram.

➢ Instagram ranks fourth in the list of the most 'positive' social media platforms in the world.

➢ Nearly 17.6% of the world's population currently uses Instagram.

➢ In the past 12 months, the reach of Instagram advertising audiences has increased by 20.3%.
➢ Additionally, the reach of Instagram advertising has grown much faster than the reach of
Facebook advertising.
➢ 31.2% of users aged 25-34 use Instagram.

➢ 15.9% of users aged 35-44 use Instagram.

1.2. Mobile Applications

PANDORA's mobile application serves as an extension of its online presence, offering customers
a convenient and personalized shopping experience on their mobile devices. The primary purposes
of PANDORA's mobile app include:

12 | P a g e
➢ Mobile shopping: Allow customers to browse and purchase PANDORA's jewelry collections
directly from their smartphones or tablets, providing a seamless and user-friendly e-commerce
platform optimized for mobile devices.

➢ Personalization: Offer personalized recommendations, product suggestions, and exclusive

offers based on user preferences, purchase history, and browsing behavior, enhancing the shopping
experience, and driving customer engagement and loyalty.

➢ Accessibility: Provide easy access to PANDORA's products, promotions, and brand content
anytime, anywhere, catering to the on-the-go lifestyle of modern consumers and ensuring
accessibility across various devices and platforms.

➢ Engagement: Facilitate direct communication with customers through push notifications, alerts,
and in-app messages, keeping them informed about new product releases, promotions, and
upcoming events, and encouraging repeat visits and purchases.

13 | P a g e
We can identify the channels that PANDORA can utilize to reach the target market and the
strategies most likely to lead to purchase intent/action on each channel.

Facebook
➢ Paid advertising: Utilize paid ads to showcase PANDORA's latest jewelry collections,
promotions, and special offers to Facebook users.
➢ Create engaging posts: Share visually appealing images and videos of PANDORA's jewelry
pieces, along with informative content about craftsmanship, design inspirations, and styling tips.
➢ Interact with users: Respond promptly to inquiries, comments, and messages from users,
providing personalized assistance and building rapport with potential customers.
➢ Manage the official page: Ensure that PANDORA's Facebook page is regularly updated with
fresh and engaging content, including announcements of new arrivals, behind-the-scenes glimpses,
and customer testimonials.

Instagram
➢ Create interesting content: Share high-quality photos and videos showcasing PANDORA's
jewelry collections in various lifestyle settings, including fashion trends, special occasions, and
everyday moments.
➢ Utilize relevant hashtags: Use popular and relevant hashtags such as #PANDORA,
#JewelryLovers, and #FashionInspiration to increase discoverability and engagement on
Instagram.
➢ Interact with users: Engage with followers by responding to comments, liking their posts, and
reposting user-generated content featuring PANDORA's jewelry.
➢ Instagram stories and reels: Leverage Instagram's Stories and Reels features to share behind-
the-scenes footage, product tutorials, and interactive polls to engage with the audience.

TikTok
➢ Create engaging short videos: Share captivating and creative videos featuring PANDORA's
jewelry, such as styling tips, customer testimonials, and product showcases.

14 | P a g e
➢ Use music and effects: Incorporate popular music tracks and creative effects to enhance the
appeal of PANDORA's TikTok videos and capture the attention of the platform's young audience.
➢ Interact with users: Engage with TikTok users by commenting on their videos, participating in
trending challenges, and collaborating with influencers to expand reach and visibility.

General Strategies Across Platforms

➢ Paid advertising management: Allocate budget resources for targeted advertising campaigns
across social media platforms to reach a wider audience and drive traffic to PANDORA's website
or physical stores.
➢ Understand the target audience: Gain insights into the demographics, preferences, and shopping
behaviors of PANDORA's target customers to tailor content and offers that resonate with their
interests.
➢ Encourage interaction: Foster engagement and community building by encouraging users to
share their stories, photos, and experiences with PANDORA's jewelry, fostering a sense of
belonging and connection.
➢ Create quality content: Ensure that all content shared across social media platforms is visually
appealing, informative, and aligned with PANDORA's brand values and messaging.

By implementing these strategies across Facebook, Instagram, TikTok, and other social media
platforms, PANDORA can effectively reach and engage with its target audience, drive brand
awareness, and ultimately lead to increased customer purchase intent and action.

2. Set the campaign goals by following the SMART.

2.1. Goal

➢ Increase brand awareness: Enhance PANDORA's visibility and recognition among the target
audience by promoting the brand's unique proposition of "Every Moment, Your Style" across
digital channels.

15 | P a g e
➢ Drive engagement: Foster meaningful interactions and engagement with customers by creating
compelling content that resonates with their personal style preferences and encourages them to
share their own moments of self-expression.
➢ Boost sales and conversion: Drive traffic to PANDORA's website and physical stores,
ultimately leading to an increase in sales and conversion rates through targeted digital marketing
initiatives and promotions.
➢ Strengthen brand loyalty: Cultivate a loyal customer base by delivering exceptional experiences,
personalized recommendations, and exclusive offers that reinforce PANDORA's brand values and
foster long-term relationships.

2.2. Campaign Goals in SMART Format

2.2.1. Specific
➢ Increase brand awareness: Achieve 1 million impressions across social media platforms within
the first three months of the campaign.
➢ Drive website traffic: Generate 50,000 unique visitors to the PANDORA website within the
campaign duration.
➢ Boost sales: Attain a 20% increase in online sales attributed to digital marketing efforts during
the campaign period.

2.2.2. Measurable
➢ Track brand awareness by monitoring social media reach and engagement metrics, aiming for
a 15% increase in followers and a 25% rise in post interactions.
➢ Measure website traffic using Google Analytics, with a focus on achieving a 30% increase in
page views and a 25% rise in session duration.
➢ Monitor sales performance through e-commerce platforms, aiming for a 15% growth in online
transactions and a 20% increase in average order value.

2.2.3. Achievable
➢ Utilize targeted advertising campaigns on social media platforms to reach potential customers
based on demographics, interests, and behavior.

16 | P a g e
➢ Implement search engine optimization (SEO) strategies and content marketing efforts to
improve website visibility and drive organic traffic.
➢ Offer compelling promotions, exclusive offers, and personalized recommendations to
incentivize online purchases and increase customer conversion rates.

2.2.4. Relevant
➢ Align campaign goals with PANDORA's marketing objectives of increasing brand visibility,
driving website traffic, and boosting online sales.
➢ Ensure that campaign strategies are tailored to resonate with PANDORA's target audience of
fashion-forward individuals seeking quality jewelry and personalized style experiences.

2.2.5. Time-Bound
➢ Achieve the specified targets within a six-month campaign period, with monthly progress
reviews to track performance and adjust strategies as needed.
➢ Set clear deadlines for the execution of key campaign initiatives, including content creation,
advertising launches, and promotional activities.
➢ Implement a timeline for measuring and reporting on campaign outcomes, with a final
evaluation conducted at the end of the six-month period to assess overall success.

By setting specific, measurable, achievable, relevant, and time-bound goals for the campaign,
PANDORA ensures a focused and results-driven approach to digital marketing, with clear
objectives and key performance indicators to track progress and success.

17 | P a g e
 3. Digital Marketing Plan

Stage Time Objective Channels Supporting tactics

UGC
Build anticipation for
Trigger 6 weeks Social Media Digital Ads
new collection
Video marketing
UGC
Generate excitement
Engage 10 weeks Social Media Digital Ads
and engagement
Video Marketing
Drive sales and
KOLs
Amplify 8 weeks amplify brand Booking
PR
messaging

3.1. Trigger – 6 weeks: Establishing Foundations and Enhancing Brand Awareness

➢ Developing content across social media platforms such as Instagram, Facebook, and Pinterest,
focusing on introducing the campaign and reinforcing the core message.
➢ Organizing launch events on online channels, including live streaming on Instagram or
Facebook to introduce new collections and the online shopping experience interface.
➢ Offering first purchase promotions for new customers who sign up for newsletters via email or
follow PANDORA's social media pages.
3.2. Engage – 10 weeks

In 5 weeks: Influencer Partnerships and Collaborations:

➢ Listing and researching Key Opinion Leaders (KOLs) and influencers with influence in the
jewelry and fashion industry on social media platforms such as Instagram, YouTube, and TikTok.
➢ Reaching out and inviting suitable KOLs to share about PANDORA's campaign "Elevating
Personal Style with Timeless Jewelry" through posts, videos, or stories on their social media
platforms.
➢ Collaborating with KOLs to create unique and high-quality content, emphasizing the emotions
and personal values that PANDORA jewelry brings.

18 | P a g e
Specific Influencers and Collaborations:
➢ Fashion Bloggers/Influencers: Chiara Ferragni, a fashion blogger with a strong following on
Instagram.
Collaboration idea: Chiara Ferragni could create a series of Instagram posts featuring PANDORA
jewelry paired with different outfits, showcasing how the jewelry enhances her personal style in
various settings such as casual outings, work meetings, and evening events.

➢ Jewelry Enthusiasts/Reviewers: Kelsey Simone, a YouTube influencer known for her detailed
jewelry reviews and styling tips.
Collaboration idea: Kelsey Simone could create a dedicated video on her YouTube channel
unboxing and reviewing a selection of PANDORA jewelry pieces, discussing their design, quality,
and versatility. She could also demonstrate how to style them for different occasions.

19 | P a g e
➢ Lifestyle Influencers: Julie Sariñana, is a lifestyle influencer with a focus on self-care and
personal development.

20 | P a g e
Collaboration idea: Julie Sariñana could integrate PANDORA jewelry into his content about
mindfulness and self-expression, emphasizing how wearing meaningful jewelry can enhance one's
sense of well-being and confidence. He could also share personal anecdotes about the significance
of jewelry in his own life.

➢ Celebrity Endorsements: Emma Watson, an actress and advocate for sustainable fashion.
Collaboration idea: PANDORA could collaborate with Emma Watson for a limited-edition
collection or a charity campaign, where a portion of proceeds goes to a cause she supports. Emma
could share her involvement with PANDORA on her social media platforms, highlighting the
brand's commitment to ethical sourcing and timeless design.

In 5 weeks: Interacting and creating connections

Instagram and TikTok Photo/Hashtag Challenge:
➢ Create a unique hashtag for the campaign, for example, #PANDORA #EveryMomentYourStyle

➢ Invite users to share photos or videos of personal moments featuring PANDORA products,
emphasizing interaction and community connection.

21 | P a g e
➢ Organize attractive rewards for outstanding participants to encourage participation and sharing
from the community.
Release jewelry tutorial videos and blog posts on the PANDORA website
➢ Create tutorial videos on how to style trendy outfits with PANDORA jewelry, from layering
pieces to pairing them with different clothing styles.
➢ Write accompanying blog posts with videos to provide additional information and suggestions
for customers on how to use PANDORA products to create their own unique personal style.

3.3. Amplify – 8 weeks: Increasing Sales and Special Promotions

➢ Organize special promotion programs such as "Buy One Get One" or "Discount Offers" for
selected products in the PANDORA collection.
➢ Utilize paid advertising on social media platforms and search engines to promote special offers
and attract new customers.
➢ Host pop-up store events or online fairs to introduce products and create a unique shopping
experience for customers.

4. Strengths and Weaknesses of the Chosen Channels

Strengths Weaknesses
➢ Wide reach: Social media platforms like ➢ Platform algorithm changes: Algorithms on
Instagram, Facebook, YouTube, and TikTok social media platforms can change, affecting
have massive user bases, allowing for broad organic reach and engagement.
exposure to potential customers. ➢ Dependency on third parties: Influencer
➢ Engagement opportunities: These partnerships rely on the reputation and
platforms offer various engagement features reliability of the influencers, which can be
such as likes, comments, shares, and direct unpredictable.
messaging, enabling direct interaction with ➢ Saturation: Jewelry is a competitive market
the audience. on social media, making it challenging to stand
➢ Visual appeal: Jewelry is a visually driven out among competitors.
product, and platforms like Instagram and

22 | P a g e
 Pinterest excel in showcasing visually
appealing content.
➢ Influencer partnerships: Collaborating
with influencers allows for authentic
endorsements and access to niche audiences,
enhancing credibility and trust.

5. Potential Threats Associated with Using this Channel

➢ Negative publicity: Any misstep in the campaign or controversy involving influencers could
lead to negative publicity and damage the brand's reputation.
➢ Influencer risks: Influencers may not deliver as expected, or their actions could negatively
impact the brand.
➢ Ad fatigue: Overexposure through paid advertising may lead to audience fatigue and a decline
in effectiveness.

6. Reasons for Not Selecting Other Major Media Channels

Other major media channels like television or print may not be as effective for this campaign due
to:
➢ Cost: Traditional media channels can be significantly more expensive than digital channels.

➢ Target audience: The target demographic for PANDORA jewelry, particularly younger
consumers, is more likely to be active on social media platforms.
➢ Measurability: Digital channels offer more robust analytics and tracking capabilities, providing
insights into campaign performance in real-time.

7. Evaluation of Effectiveness
➢ Engagement metrics: Track likes, comments, shares, and direct messages on social media posts
to gauge audience engagement.
➢ Influencer performance: Monitor key performance indicators (KPIs) such as reach, engagement,
and conversion rates for influencer collaborations.

23 | P a g e
➢ Sales and conversion rates: Measure the impact of the campaign on sales and conversion rates
through website analytics and sales data.

V. Recommendations and Conclusions

➢ Contribution to overall marketing strategy: The digital marketing campaign will contribute to
the overall marketing strategy by increasing brand awareness, driving engagement, and ultimately
boosting sales.
➢ Future recommendations:
 Continuous monitoring: Regularly monitor campaign performance and adapt strategies
based on insights and feedback.
 Diversification: Explore additional digital channels or innovative tactics to reach new
audiences and maintain relevance.
 Long-term relationships with influencers: Foster long-term relationships with influencers
to ensure consistency and authenticity in brand representation.
 Investment in analytics: Allocate resources to invest in advanced analytics tools and
expertise to optimize campaign performance effectively.

24 | P a g e
REFERENCE

Johnson, L. (2023). "The Impact of Social Media Influencers on PANDORA's Digital Marketing
Success." Journal of Digital Marketing, 8(1), pp. 78-91.

Johnson, M. (2023). "Analyzing PANDORA's Digital Marketing Tactics: A Focus on Content

Strategy." Journal of Brand Strategy, 7(2), pp. 55-68.

Lee, K. (2020). "Evaluating PANDORA's Digital Marketing Channels: A Comparative Analysis."

International Journal of Marketing Studies, 12(3), pp. 112-126.

Norbreeze Vietnam. (Year). PANDORA Official Website. [Online] Available at:

https://pandora.norbreeze.vn/

PANDORA. (2021). Annual Report 2021. PANDORA Group. [Online] Available at:
https://www.pandoragroup.com/en/investor/financials/reports

PANDORA. (2022). "Connecting with Consumers: PANDORA's Journey in Digital Marketing."

PANDORA Blog, December 10, 2022. [Online] Available at:
https://www.pandoragroup.com/en/company/news-and-media

PANDORA. (2023). "Unlocking Success: A Case Study on PANDORA's Digital Marketing

Campaign." PANDORA Insights, 6, pp. 21-35.

PANDORA. (2024). "Breaking Barriers: PANDORA's Innovative Approach to Digital

Marketing." PANDORA Press Release, March 5, 2024. [Online] Available at:
https://www.pandoragroup.com/en/news-and-media/press-releases

Pandora. (n.d.). Home. Pandora. [Online] Available at: https://us.pandora.net/

25 | P a g e
Pandora Vietnam. (n.d.). Pandora Vietnam. Facebook. [Online] Available at:
https://www.facebook.com/pandoravn/?locale=vi_VN

PANDORA [@theofficialpandora]. (n.d.). The Official PANDORA. Instagram. [Online]

Available at: https://www.instagram.com/theofficialpandora/

PANDORA [@theofficialpandora]. (n.d.). The Official PANDORA. TikTok. [Online] Available

at: https://www.tiktok.com/@theofficialpandora

Smith, A. (2022). "PANDORA's Digital Marketing Campaign: Leveraging Customer Data for
Personalization." Journal of Marketing Analytics, 9(4), pp. 210-225.

Smith, J. (2022). "PANDORA's Digital Marketing Strategy: A Case Study." Marketing Journal,
15(2), pp. 45-58.

Thompson, R. (2021). "The Role of Brand Authenticity in PANDORA's Digital Marketing

Success." Journal of Brand Management, 18(4), pp. 321-335.

24hmoney.vn. (2022, December 14). 100 thống kê quan trọng về số liệu social media vào năm
2022. 24hmoney.vn. [Online] Available at: https://24hmoney.vn/news/100-thong-ke-quan-trong-
ve-so-lieu-social-media-vao-nam-2022-c53a1329675.html

26 | P a g e