PANDORA, an international jewelry phenomenon, is on a mission to become “the most loved brand” by women in North America.

Insight:
Getting into the hearts and minds of women meant going beyond paid media to generate press coverage in the editorial pages of major fashion magazines.

Approach:
To start, Crosby created an upscale “Pink Tea” event in New York City to formally introduce PANDORA to fashion and lifestyle editors. Crosby then built relationships with key editors through media tours, new product teasers and personalized pitches. Building on PANDORA’s “unforgettable moments” positioning, Crosby also worked with fashion magazines to develop unique promotions and advertorials that powerfully told PANDORA’s brand story.

Results:
Outreach to fashion and trade media resulted in 1,000+ stories and 130 million impressions in 2009. PANDORA is now invited into the jewelry closets of top magazines and frequently featured in ELLE, Glamour, Vogue and others. On the trade side, PANDORA was recently honored as number eight in InDesign’s “50 Most Visible Brands.”