PANDORA Jewellery is partnering with Yahoo Storytellers to create a unique online campaign on Tumblr from an experiential event at London Fashion Week.
PANDORA’s ‘Retouch, Revitalise, Recharge’ lounge at the Ham Yard Hotel provided the setting to capture rich content to engage Tumblr’s millennial audience, which is now being remixed for the Tumblr community.
Fronted by influential fashion blogger Lizzy Hadfield – from ‘Shot from the street’ – the lounge was visited by over 200 fashion and beauty bloggers during #LFW.
Bringing offline to life online, Yahoo’s content marketing studio, Yahoo Storytellers will create a range of content from the event, including cinemagraphs, stereoscopes, GIFs and time-lapse videos. Each piece is being shared on PANDORA’s dedicated blog to showcase the new Pandora Autumn/Winter collection.
On 25th September, PANDORA will have top billing on the Tumblr UK Dashboard for a 24-hour Tumblr Sponsored Day promotion. The campaign will also utilise Tumblr’s Sponsored Post and Sponsored Video ad offerings to distribute content to a discerning fashion audience.
Edward Desbois, Head of Strategic Solutions, Yahoo Storytellers said: “The digital landscape is in the midst of a content renaissance, with brands and influencers working together to remix creative content and explore new formats. Tumblr sits at the heart of this movement and this campaign for PANDORA is an excellent example of how at Yahoo Storytellers we’re putting into practice new and exciting ways of engaging with consumers.”
Carly Hunt, Digital Marketing Manager, PANDORA said: “As a brand we always want to be at the forefront of combining experiential, offline and online activity to create engaging content for our consumers. The partnership with Tumblr has given us the platform to drive awareness of PANDORA amongst the millennial audience during London Fashion Week.”
PANDORA’s Tumblr can be found here: http://uk-pandora.tumblr.com. The campaign was negotiated by Cream media agency.