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Sick Of Selfies, Pandora Celebrates Daily Triumphs

Fueled by research that women are sick of selfies, Pandora is launching a new social media campaign that focuses on photos of women doing something — anything — more interesting than smiling into their smartphones.

The new effort is timed with the arrival of the jewelry company’s new fall collection, and is themed “DO See The Wonderful.” The Danish retailer, which says the idea is to inspire women to “see the wonderful in their everyday life,” hired three photographs to capture women in acts of everyday triumphs, with ads running on social and digital channels. The in-house effort also encourages women to share pictures of themselves and others, using the #DoSeeTheWonderful hashtag.

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The campaign stems insights from a survey, based on interviews with 7,000 women ages 18 to 50. The majority—53%–say they find selfies uninspiring. But 80% say photos that celebrate women’s daily achievements lift their spirits, and 52% say they like when they see women share about those small triumphs on social media. 

The company says the campaign will continue into the holiday period.

Based in Copenhagen, Pandora makes its product in Thailand and sells it in more than 7,700 locations around the world. Earlier this month, the company reported hefty revenue gains for the second quarter, with total sales rising 12% and comparable-store results gaining 10%. But while sales rose 8% in the U.S., including e-commerce results, it says the retail environment in the U.S. remains “challenging,” the company says in its release, “with general mall traffic down around 5% for the quarter.” And while its stores are mostly in higher-quality malls, it says it is taking steps to improve its retail network, increasing expansion plans here, identifying up to 100 new concept store locations in America. 

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