Pandora Jewelry Created a Mother-Daughter Experience for Mother's Day
Laura McQuarrie — April 20, 2016 — Marketing
References: pandora.net & creativeguerrillamarketing
In order to celebrate women on Mother's Day, Pandora Jewelry put together a special mother-daughter experience.
The event was styled as an experiment which had a daughter write out a heartfelt message to her mom. In turn, mothers were asked to identify the note written by their own child in a gallery setting. With the notes blown up like printed artwork pieces, the handwritten messages revealed hints about each daughter's individual style. Mothers who chose correctly got the chance to view a special video on an iPad, which revealed another sweet message from their daughter.
This emotional marketing stunt is just one of the branded Mother's Day experiences that's been introduced this year. Rather than creating one-size-fits-all events and products, many brands are making an effort to make highly tailored creations.
The event was styled as an experiment which had a daughter write out a heartfelt message to her mom. In turn, mothers were asked to identify the note written by their own child in a gallery setting. With the notes blown up like printed artwork pieces, the handwritten messages revealed hints about each daughter's individual style. Mothers who chose correctly got the chance to view a special video on an iPad, which revealed another sweet message from their daughter.
This emotional marketing stunt is just one of the branded Mother's Day experiences that's been introduced this year. Rather than creating one-size-fits-all events and products, many brands are making an effort to make highly tailored creations.
Trend Themes
1. Personalized Experiences - Brands are creating highly tailored experiences like Pandora Jewelry's mother-daughter message gallery, indicating an opportunity for companies to leverage emotional connections to strengthen customer loyalty.
2. Emotional Marketing - The use of emotional marketing tactics, such as the heartfelt notes used by Pandora Jewelry, are proving profitable and demonstrate a new way to reach consumers by tapping into their emotions.
3. Interactive Installations - Companies using interactive installations, like the gallery setting used by Pandora Jewelry, show potential to keep customers engaged by offering unique and personalized experiences.
Industry Implications
1. Jewelry - Jewelry companies, such as Pandora Jewelry, have an opportunity to connect emotionally with customers through the use of highly personalized experiences and emotional marketing tactics.
2. Retail - Retailers can look to tailor their products and events to better fit their customers' needs and preferences, following the success of highly personalized experiences in the Mother's Day market.
3. Marketing - Marketing firms can explore new opportunities in emotional marketing and personalized experiences to connect with consumers on a deeper level and build brand loyalty.
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