pandora - pithos final

Battle of the Interns 2016: PANDORA

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OUR ASSIGNMENT

BRIEF TIMEFRAME TARGET

Make PANDORA the affordable luxury brand of choice by strengthening consideration, purchase intent and reinforcement that PANDORA will make

the perfect gift. Our Winter 2016 Campaign

should inspire, educate, and motivate him/her

throughout the to make her/him feel great about

their purchase.

3 NOVEMBER

25 DECEMBER

BUDGET

$3.2MM Male $12.8MM Female

$16 MILLION

80%

EXPRESSIONIST

“I love to play with my identity and explore different styles.”

SENTIMENTALIST

“Wearing jewelry reminds me of special persons or moments in my life.” MALE GIFTER

“I am looking for quick, easy gifts that I know she’ll love and makes her feel special.”

FEMALE 25-49

FEMALE 25-49

MALE 25-49

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Target: Sentimentalist

I like to shower my loved ones with gifts.

How I Shop Beliefs & Attitudes

When I find a brand I like to stick with it. Being true to myself is important.

I want to explore and learn about new things.

I buy based on quality, not price.

Spending time with my family is my top priority.

75% married

67% Have children

75K+

income

MediaMark Research Inc.

(25-49)

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Target: Expressionist

I buy based on quality, not price.


I buy brands that reflect my style. I consider myself outspoken.

I seek out variety in everyday life.

I am willing to pay more for high-quality items

I believe that ‘life should be as fun as possible”

75% married

67% Have children

75K+

income


(25-49)

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Target: Male Gifter

I shop around before I make a purchase.


I am typically willing to pay more for high-quality items. Maintaining a long term commitment to

friends and loved ones is important..

I am willing to take charge and get things done.

When I find a brand I like, I stick with it.

Spending time with my family is important.

81% married

70% Have children

75K+

income


(35-49)

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INSIGHTS

Everyone experiences and celebrates the

holidays differently.

76% of people would rather give a gift than receive one during the

holidays

72% of people would rather give all the best gifts than receive all of

the best gifts

Unique Gift, Unique Me,

Unique Moment

Buggle, Annabelle. "46 Percent of Women Think Holiday Shopping Trips Are Worse Than the DMV." The Huffington Post.

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OBJECTIVES

BRAND PERCEPTION IN STORE SALES

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UNIQUE GIFT, UNIQUE ME, UNIQUE MOMENT

STRATEGY

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CHANNEL ALLOCATIONS

AWARENESS

CONSIDERATION

PURCHASE

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UNIQUE GIFT

CABLE TELEVISION

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MarketShare Study: analyzed advertising performance across industry

and media outlets and found that TV has the highest efficiency at achieving key performance indicators, or KPIs, like sales and new

accounts. When comparing performance at similar spending levels, TV averaged four times the sales lift of digital.

MediaMark Research Inc. Nielsen NaJonal Toolkit "Why TV Is SJll the Most EffecJve AdverJsing Medium." AdWeek.

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Television

Purpose: To build awareness and create an affordable luxury brand stature for Pandora Jewelry. Demo: A25-54 Household Universe: 119.80MM

Impressions = GRP’s X Universe Impressions = 250 X 1198.00 Total Impressions = 299,500,000

Group M Proprietary Data

PRINT

November Three 1/3 page

insertions December

Three 1/3 page insertions,

Third Page Cover, Gift Guide

November One 1 page

Insertion December

One 1 page Insertion

November Two 1/3 page

insertions December

Three 1/3 page insertions, Gift Guide

November One 1/2 page

Insertion December

One 1/2 page Insertion

December Second Cover

MediaMark Research Inc. Hearst CorporaJon Media Kits

Index: 209 Index: 160

Index: 168

Index: 164 Index: 203

UNIQUE ME

ADDRESSABLE TELEVISION Delivers ads only to households in a brand’s true target

Expressionist

60 years old

Male Gifter HHI <$75K

©2016 MODI Media Intellectual Property. All rights reserved. Proprietary informaJon of MODI Media, GroupM

Sentimentalist Price-based shoppers

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•  Drive in-store visits and purchases with precision targeting

•  Plan is built to an optimal frequency to drive conversion (3x/wk, per targeted HH)

•  Maximize unduplicated reach by leveraging the full scale of Addressable TV (44MM HHs)

•  Post-campaign, measure the impact of the campaign through the lift in store traffic and purchases (test vs control)

Dish DirecTV/

AT&T Cablevision Comcast

Addressable Plan

Total Addressable Footprint 9,000,000 13,700,000 3,000,000 18,000,000 43,700,000

(NY DMA only) Brand Opportunity

Target Incidence 15.3% 15.3%

Targeted Households 1,377,000 2,096,100 459,000 2,754,000 6,686,100

Estimated Reach 90% 90% 75% 50% 72%

Est. Household Reach 1,239,300 1,886,490 344,250 1,377,000 4,847,040

Avg HH Frequency 12 12 12 12 12

Target HH Impressions

13,632,300 20,751,390 3,786,750 15,147,000

53,317,440

Budget Total Net + Fee Budget $313,000 $590,000 $132,000 $465,000 $1,500,000

©2016 MODI Media Intellectual Property. All rights reserved. Proprietary informaJon of MODI Media, GroupM

SOCIAL Promoted Pins Geofilters

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INFLUENCERS

Joanna Gaines HGTV

Jordan Spieth Professional Golfer

Giada De Laurentiis Food Network

Create cross-channel integrations to drive engagement from the awareness built on TV

WhoSay

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Joanna Gaines HGTV

Jordan Spieth Professional Golfer

Giada De Laurentiis Food Network

INFLUENCERS

WhoSay

PROGRAMMATIC

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FEMALE + 37 YRS OLD + MARRIED+

HHI>$75k + RECENTLY

SEARCHED FOR JEWELRY

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PROGRAMMATIC

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MOBILE GEO-FENCING

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SPONSORSHIP HOLIDAY PHOTO BOOTH

BUDGET ALLOCATION

| Emarketer Past Holiday Shopping PaVerns

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MEASUREMENT

BEFORE DURING AFTER

Use third party credit card and first party sales data

Optimize programmatic based on what’s working

Run tests to show intent lift and track campaign success

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REACH

25% 52% 80% PRINT DIGITAL TV

TO ACHIEVE IMPROVED BRAND PERCEPTION

INCREASED SALES (ESP. IN-STORE)

✔✔

Group M Proprietary Data

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Create the perfect moment with PANDORA this holiday season.

APPENDIX

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Research Tools

MRI

Allocation of budget across channel types

The maximum reach across channels to our target

Optimization of video spend

across all platforms

Past data of PANDORA and

competitors’ placements

Research of our target’s

demographics & psychographics

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Budget Breakdown

TV 26%

Addressable TV 10%

Print 8%

SEO 6%

ProgrammaJc 9%

Geo-‐TargeJng 6%

Paid Social 9%

Influencers 6%

Sponsorships 19%

Overall Budget (16MM)

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Budget Breakdown Male vs. Female

Geofencing 23%

Cable 58%

Print 7%

Paid Social 12%

Male Budget (3.2MM)

Cable 17%

Addressable TV 12%

Print 11%

Sponsorship 23%

Geofencing 2%

Influencers 8%

Paid Social 8%

ProgrammaJc 12%

SEO 7%

Female Budget (12.8MM)

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Addressable TV Defined 1  AUDIENCE BASED BUYING IN TELEVISION • Opportunity to minimize waste by targeting households only within brand’s true target

2  SCALE (1/3 OF TV HHs) •  Current universe is 44MM HHs (DirecTV, Dish, Comcast, Cablevision) •  Projected to reach 60MM HHs by 1Q 2017 with Time Warner, Charter, Cox & Verizon

3  DATA AND TECHNOLOGY •  First and/or third party data to identify an audience and deliver incremental frequency on a 1:1 household basis

• 4 POST CAMPAIGN MEASUREMENT • Direct attribution measures the impact of households exposed to the

addressable campaign

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Using Credit Card Data •  Where are my customers spending when they’re not spending with me?

•  Gather third party data to competitively match and conquest off who is shopping at our competitor's stores

•  By seeing who shopped at Tiffany’s, Alex and Ani, or other competitors recently, we can target them with specialized ads to pull them to our stores

•  Use for the expressionist target that we are trying to pull into stores since they may be currently choosing competitors over PANDORA

•  Companies to use: Cardlytics, MasterCard

•  How do I get my past customers to come back for more? •  Gather first party sales data to target those who have recently purchased

PANDORA so they can expand their collection •  By seeing who recently bought PANDORA products, and often (since it is first

party data) exactly what they bought, we can send them targeted messages •  Use for the sentimentalist target which often has purchased PANDORA •  By seeing what they purchased, especially charm vs noncharm products, we

can tailor our targeted ads into what they are specifically interested in, driving a higher likelihood of purchase intent

•  What to use: Personal, primary sales data collected from PANDORA stores and online purchases

pandora - pithos final

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