Pandora
Ecommerce
Google Ads
Facebook Ads
Brazil
Mexico
Argentina
2020
Discover how Pandora Brazil, Argentina and Mexico increased their purchase volume by 49% on average YoY while dropping their CPA by 26% YoY.
Summary
Pandora is the world’s largest jewellery brand. The company designs, manufactures and sells hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through more than 6,500 points of sale, including online stores in different markets including Argentina, Brazil and Mexico in Latin America.
Challenge
Pandora has a long term omnichannel vision for their business and digital has been positioned right at the center, focusing on creating a ‘digitalized brand experience’. Their challenge was to grow sustainable through increased sales and visibility after re-launch the brand and eSTORES in Latin America, particularly in Argentina, Brazil and Mexico.
Solutions
A Big Brand needs a unique solution.
To uncover what was happening in the digital channel, we audited each campaign in Google Ads and Facebook Ads to visualize costs per acquisition. This allowed us to see where we could optimize and led to serious cost savings.
A New Campaign Structure approaching engagement and new user acquisitions.
To reach the goal of re-engage past purchasers and find new users, we developed a strategy based on remarketing audiences, databases, offline conversions and targeting new audiences related to Gen-Z, Millennials and younger consumers.
We worked proactive to build and save valuable audiences to run them into different types of campaigns such as : search, discovery, video ads, dynamics ads and carousels.
Golden Rules to shine like a bracelet.
Use defined audiences.
Split campaigns into branded and non branded.
Use multiple creatives per ad group.
Use dynamic ads on Facebook and responsive on Google.
Use local campaigns.
Run campaigns on Google Shopping.
Use Target ROAS bidding.
