Challenge

The Male Gifter

Turning men into winning gift givers

Research showed men take pride in being the hero each holiday, but are anxious about getting the wrong gift. We needed to discover a new way to engage with men and show them that PANDORA Jewelry is the solution to their holiday gift-giving anxiety.

Change we navigated:

We needed to approach the male gift giver in a way that creates impact followed by action, in a category they typically would shy away from.

Solution

Having little desire to seek information on jewelry, we needed to speak to the Male Gifter target in terms they understand…sports. Our team partnered with NBC Sports to create custom digital videos surrounding gifting gaffes men make during the holiday. The videos were released on NBC’s Sunday Night Football Facebook page providing content that aligned with real, in-game moments.

Results

We created a dialogue with incredibly positive sentiment between PANDORA Jewelry and male consumers where it otherwise didn’t exist, resulting in over 2.6MM views and over 5k engagements, which exceeded NBC’s benchmarks. We also helped numerous men step up their holiday gift-giving game through the campaign!