Shift the perception of Pandora Jewelry from charm brand to jewelry brand as the revered brand launches its newest category: Lab-Created Diamonds.
To celebrate the launch of Pandora’s newest category — Diamonds by Pandora, we conceived a multidimensional campaign that included a maverick seeding campaign and an intimate invite-only brunch. Held as a space to celebrate a plethora of milestone moments, we invited press, media, as well as gift recipients.
Our intimate brunch hosted 50+ guests, generated over 1.2M+ social impressions across platforms, and won Best Invitation-Only Event at BizBash’s 10th Annual Event Experience Awards.
Rather than relying on the typical route of celebrity names to celebrate the launch, our maverick gifting campaign involved intense social listening, gifting women who posted milestone moments on their social profiles, from getting their PhDs to surviving cancer, and moments in between.
We invited gemologist Olga Gonzalez to shed light on the qualities of a brilliant diamond, dispelling myths and providing information that isn’t always easily accessible. To emphasize the energy of democratization, we added little winks in the experiential design, reframing traditional symbols of gatekeeping into new gestures.