Pandora mixes old with new in promotional campaign

Specialty jewelry retailer Pandora found that combining a leading-edge marketing technique with a tried-and-true advertising format paid dividends during the recent holiday season.



From November 2015 – January 2016, Pandora leveraged the mobile network from location-based marketing provider Outfront Mediato drive traffic to four Miami-area stores. Pandora’s omnichannel approach included nine billboards in Miami, as well as a geo-fencing area that consisted of a five-mile radius around nine local out-of-home assets owned by Outfront Media.



"We are attributing this success to a combination of the out-of-home priming effect on mobile, the contextual relevance of the holiday season and our featured promotions," said Girish Mirpuri. franchise owner, of the four Pandora stores.



In total, Pandora secured 1,134 consumer engagements as a result (including directions, click to call, Facebook follows and clicks to the website). This behavior showcased a 135% lift above the mobile alone benchmark for the standard Secondary Action Rate (SAR) that measures consumer behavior after initial click.



Pandora’s willingness to combine outdoor billboards, often seen as a 20th century relic, with the very modern technique of geofencing worked out well. Retailers need to remember that “omnichannel” includes platforms that have been around for a long time as well as the shiniest, newest digital toys.