THE CHALLENGE
Pandora wanted to reignite interest in its Moments collection among younger audiences. Our job was to show how charms could be a form of self-expression, reflecting their lives, tastes and experiences, and giving them a reason to reconsider the collection.
THE IDEA
We created Stack Your Story, a social campaign inviting creators across Australia and New Zealand to explain why they’d chosen their charms. A person, a trip, something they’re really into. The stories were theirs to tell, with Pandora giving them a way to wear them.
HOW PEOPLE ENGAGED
We worked with 26 creators, each sharing a content piece on TikTok about their charms through one of three themes: Love for People, Love for Places or Love for Passions. They had room to tell the story in their own way, so the content felt at home on their feeds. We coordinated all creators to post on launch day, then supported selected content with paid media. Audiences could share their own stacks through a consumer promotion or use a 15% discount to purchase.
THE RESULTS
The campaign delivered 21.1 million views, 68,236 engagements and 551 sales. It reached the younger audience Pandora was after: 80.3% of viewers were aged 18–34 and 70.4% were women.
Pandora Creators
Samantha Todd
Gabbi Whipps
Maddy Macrae
Martina Liang
