The Voices of Pandora Campaign Showcase The Homes of the Muses
Grace Mahas — August 28, 2020 — Marketing
References: ca.pandora.net
The Muses of Pandora, six strong and diverse women chosen to represent the brand, recently took part in a creative collaboration with the jewelry brand to deepen their connection with consumers. Dubbed, The Voices of Pandora, the newest activation takes fans outside the studio and into the homes of each woman.
Directed by leading New York fashion photographer Cass Bird, the Voices of Pandora give the Muses creative freedom to capture their interpretation of the campaign to "conveyed a true portrait of their own stories in their unique way."
Pandora’s Global PR Director, Vita Clausen, says: “Consumer savviness to seeing through inauthentic brand partnerships with celebrities is nothing new. However, lockdown has accelerated this need for brands to work in genuine partnership with their ambassadors and show a much more personal and real approach.
By taking our Muses out of a studio and creating this campaign from their home, they were able to share their loves, and the significance of their charms, with consumers in an even more emotive and open way. We’ll definitely be considering how we can continue to innovate our creative process with our ambassadors in the future.”
Image Credit: Pandora
Directed by leading New York fashion photographer Cass Bird, the Voices of Pandora give the Muses creative freedom to capture their interpretation of the campaign to "conveyed a true portrait of their own stories in their unique way."
Pandora’s Global PR Director, Vita Clausen, says: “Consumer savviness to seeing through inauthentic brand partnerships with celebrities is nothing new. However, lockdown has accelerated this need for brands to work in genuine partnership with their ambassadors and show a much more personal and real approach.
By taking our Muses out of a studio and creating this campaign from their home, they were able to share their loves, and the significance of their charms, with consumers in an even more emotive and open way. We’ll definitely be considering how we can continue to innovate our creative process with our ambassadors in the future.”
Image Credit: Pandora
Trend Themes
1. Authentic Ambassador Partnerships - Opportunity for brands to work in genuine partnership with ambassadors and create more personal, real connections with consumers.
2. Remote Campaigns - The rise of remote campaigns allows brands to showcase their ambassadors in their natural environments, creating a more intimate and relatable connection with consumers.
3. Emotive Marketing - Brands can explore emotive storytelling by allowing ambassadors to share their personal stories and create a deeper emotional connection with consumers.
Industry Implications
1. Jewelry - Jewelry brands can leverage the power of authentic ambassador partnerships to form a deeper bond with consumers and drive sales.
2. Fashion - Fashion brands can utilize remote campaigns to showcase their ambassadors' personal styles and create a stronger connection with consumers.
3. Marketing and Advertising - In the marketing and advertising industry, there is an opportunity to explore emotive marketing strategies that incorporate personal stories from brand ambassadors.
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