Pandora creates ads as personalized as custom charms, lifting purchase intent by 37%

Pandora helps people express themselves through jewelry that carries personal meaning. Wanting its advertising to feel just as genuine, the brand used generative AI to bring their messages to life more efficiently.

Building on success from previous Microsoft Advertising campaigns, Pandora focused on creating ads that represented its diverse audience and strengthened emotional connection. Research shows that 76% of Pandora owners want to feel represented in ads, and 64% have stopped buying from brands that don’t align with their values.

In a crowded jewelry market where emotional storytelling drives loyalty, the team knew they needed to reflect consumers’ identities and values to outshine the competition.

So they aimed to increase purchase intent and brand affinity, while exploring how AI could deliver high-performing creative faster and more effectively—without compromising brand tone or emotional intelligence (EQ).

Pandora partnered with Microsoft Advertising to explore how AI could help create emotionally intelligent and inclusive ad copy that reflected its target audience.

Here’s how they made it work...

• Inclusive language strategy: The team developed ad variations designed to make every message more relatable, introducing EQ modifiers such as “Feel Seen” and “Celebrate You” to highlight individuality and belonging.
• AI-assisted creative development: Using Copilot in Microsoft Advertising Platform, Pandora created and tested inclusive ad variations that stayed true to its voice while learning which tones best resonated with audiences.
• Purposeful audience targeting: With Search ads and audience targeting, Pandora reached value-driven shoppers who look for authenticity from the brands they choose.
• Learning what resonates: The team used a choice-based survey to better understand what mattered to their audience.

By taking a multi-layered approach, Pandora showed that campaigns perform better when people feel represented—and still reached more customers with content that mattered.

The research revealed how emotional intelligence can turn insight into real impact. After exposure to the inclusive ad copy, overall purchase intent rose from 70% to 77%, a 10% lift. Among consumers who didn’t yet own Pandora jewelry, intent increased from 46% to 64%, a 39% relative gain, meaning the growth was proportionally much stronger than the starting point.

The ads using EQ modifiers clearly resonated. They ranked first in message preference, outperforming standard ads with a 40% higher Preference score.

These numbers prove that consumers respond when brands speak directly to what they value. By inviting people to feel seen and celebrated, Pandora’s ads created a sense of belonging and helped performance sparkle even brighter.