The Pandora brand greeted mothers with a touching campaign.
Every year, the first Sunday of May is about mothers. We have known, awaited, and prepared for this celebration since childhood, to express our love for our mothers in some way. For the person who gave us life, who has always stood by us, supporting us in everything. Although we surprise them a little differently at every age, they look at us with the same unconditional maternal love. As children, we eagerly prepare a little poem, drawing, flower, or handmade trinket, and as adults, understanding their lifelong efforts, we try to repay all this, and the time spent together becomes more valuable.
Although probably no one needs to be overly reminded, since we have known since childhood when we celebrate Mother's Day, both domestic and international brands draw our attention to it with online and offline advertisements. Each in their own way, and of course, their undisguised intention is to encourage purchases. With special promotions, campaigns, contests, directly or indirectly, appealing to emotions.
A good example of the latter is Pandora's 2015 campaign, which ran under the name „The Unique Connection.” The Danish jewelry brand promoted its new Mother's Day Unique Collection. collection in this campaign. As part of the campaign, a photo video spot highlighted the beautiful and special relationship between mothers and their children.
In the video, 6 young children's eyes were blindfolded, and they were given the task of identifying their own mother among 6 different women solely by touch. The video is very touching, and sometimes we watch with teary eyes as these little children initially find their way with fear and uncertainty, listening to their instinctive feelings alongside physical touches to find the person who is the only and most special person to them, whom they call mom.
The video has such a strong emotional impact that for a moment we also reflect and think of our own mothers. Since there is very little branding in the film (at first, it almost doesn't stand out that the mothers are naturally wearing Pandora jewelry), and the content makes us completely forget for a short time that we are actually watching an advertisement, the viewer/consumer quickly associates the brand with the emotional atmosphere. The video ends with a message:
„Every woman is unique. Celebrate that one person who resides in your heart.”.
Only at the end of the video, in the packshot, does the brand's website appear; this is the only call to buy Pandora jewelry for Mother's Day.
The video perfectly supports the brand message that women can be similar, there can be something common among them, but still, they have something special that makes them unique. That is why they deserve a unique, special gift, and the Pandora jewelry collection is the right choice for this. Connecting this message with Mother's Day is truly a hit. With over 19 million views on YouTube, this is certainly one of Pandora's most successful campaigns.
