Pandora & Grazia: The power of print beyond the page
Magic Radio鈥檚 Gaby Roslin spoke with Pandora鈥檚 Head of Paid Media Ruth House and Grazia Editor, Hattie Brett at this year鈥檚 Adwanted Future of Brands, to talk about how publishing can sparkle beyond the pages. Working together, Pandora and Grazia inspired audiences, attracted customers and ultimately drove revenue for the brand.
Hattie shared insights from recent research into the Grazia reader, highlighting that jewellery is a key category for self-gifting. The 鈥楪razia woman鈥� gravitates toward brands that use their platform for good and actively seeks out content that brings joy and offers a sense of escape.
Ruth highlighted that despite being the world鈥檚 largest jewellery brand, Pandora still faces common misconceptions – particularly around it鈥檚 offering beyond charms. She acknowledged that driving consideration remains a key business challenge. One of the most powerful aspects of the Grazia partnership, she said, was the opportunity to spotlight Pandora鈥檚 broader product range and communicate to the audience in a 鈥榩owerful and authentic鈥� way. It was a fully integrated 360 campaign that spanned print, digital and social, the strength of the collaboration truly came to life.
Hattie also spoke about how knowing your audience and how to get a message across is key, as well as being able to deliver on multiple platforms. Audiences can be targeted online through socials too: 鈥渢argeted reach and brilliant content is the perfect pairing鈥� to foster a successful commercial partnership. 聽Hattie added 鈥淲e want to make the Grazia woman re-appraise what she thinks about Pandora; driving desirability and the breadth of product was as the core of this campaign鈥�.
Ruth described the results as fantastic, stating 鈥渘ot only did we create such beautifully, stunning, visually creative content, we were also able to increase our consideration by 16% and there was a +22% increase in brand affinity.鈥� It was also noted that 61% of those exposed to the campaign took some sort of action with purchase from Pandora being +13% higher amongst those exposed to the campaign.
Looking ahead, Hattie shared that there are plenty of ideas in the pipeline. One key to the success of this campaign, she said, was the close collaboration between聽Grazia鈥檚 editorial and commercial teams and the Pandora team. 鈥淓ditorial being in the room helps shape the ideas and that鈥檚 key as we move forward.鈥�
Ruth echoed this sentiment: 鈥淲e鈥檙e not two sides. We鈥檙e in it together.鈥�
