Case study
Pandora
The goal
Since its 1982 founding in Copenhagen, Denmark, Pandora has gone from family-run jewellery shop to global manufacturer of contemporary, high-quality jewellery. Known for its customisable charm bracelets and dazzling statement pieces, Pandora is “winning in the luxury jewellery market” even at a time when jewellery sales are in decline. The legacy jewellery company is also leading the charge for a more sustainable industry with environmentally friendly lab-grown diamonds.
Mother’s Day is traditionally a big day for jewellery gifts, so it’s no surprise that Pandora wanted to capitalise and increase sales during this period. With Mother’s Day 2024 approaching, Pandora’s marketing team planned to optimise ROAS to maximise online revenue and attract new customers. However, the company’s previous advertising strategy wasn’t delivering the results the team needed, especially during key calendar periods and promotions. To boost Mother’s Day sales and revenue year over year, Pandora needed a new in-platform automated bidding solution.
The solution
Pandora’s previous marketing solution combined the power and reach of Microsoft Advertising with Google’s SA360 bidding platform. The marketing team housed bid strategies in SA360 and used floodlights for optimisation, but that approach wasn’t delivering the desired results.
The team switched to Microsoft in-platform Auction Time Bidding to get the lift the brand needed for its Mother’s Day promotions. The Microsoft team assisted in rolling out Universal Event Tracking (UET) tags on the Pandora website, which allowed the marketing team to more easily track conversion goals and target audiences.
“Microsoft in-platform bidding has allowed us to significantly increase both traffic and revenue across our core markets for the Mother’s Day period. We have seen inplatform bidding being much more reactive to conversion uplifts and demand in-market, which is of great value for us during such a key sales period. We are excited to test more new Microsoft products now that we have adopted in-platform bidding, unlocking great potential."
— Andrea Mancchini, Global paid Search Specialist, Pandora
The results
The switch to Microsoft Advertising in-platform Auction Time Bidding delivered remarkable results for the Pandora team in key markets worldwide. Compared to the previous year, the 2024 Mother’s Day period saw significant increases in shopping revenue, spend, and other key metrics:
- Germany: 900% increase in shopping revenue and 400% increase in generic revenue.
- Poland: 224% increase in overall spend and 743% increase in revenue.
- United Kingdom: Over 6750% increase in generic revenue and 141% increase in generic ROAS.
- Italy: 813% increase in shopping revenue and 84% increase in generic ROAS.
- France: 604% increase in shopping revenue and 214% increase in generic revenue.
- Spain: 530% increase in shopping revenue and 410% increase in generic revenue.
- Australia: 165% increase in overall spend.
- United States: 54% increase in generic revenue and 133% increase in shopping spend.
- Canada: 860% increase in generic spend and 122% increase in shopping revenue.
As a result of this successful Mother’s Day campaign, the Pandora team has officially made the switch to Microsoft in-platform bidding. They’re also exploring other Microsoft Advertising solutions to further improve their marketing strategy.
