Mabel X Pandora Official Celebrity Case Study
Case Study

The Brief

To showcase the launch of their new lab-grown diamond collection, Pandora sought the ideal celebrity. They needed a figure that could resonate across generations, due to Pandora's diverse customer base. The brand aimed to highlight its commitment to sustainability and innovation, which are the qualities of its new lab-grown diamond collection. Selecting a celebrity that was relatable but aspirational was important to Pandora, as it would mean that Pandora's campaign could seamlessly connect with existing fans and new audiences. This campaign's mission was to showcase lab-grown diamonds as both a conscious and contemporary choice for every generation.

Official Pandora Logo Pink
Pandora Logo
Official Pandora Logo Pink
Mabel Official Celebrity Brand Ambassador

The Delivery

Pandora collaborated with pop sensation Mabel to launch their lab-grown diamond collection, using the hashtag #PandoraBrilliance to drive social engagement. In the summer, Mabel introduced the collection on Instagram, showcasing Pandora's ethically crafted diamonds in sleek, stylish posts that highlighted Mabel's style and modern appeal. As the Christmas holidays approached, Mabel shared Instagram posts again, positioning the lab-grown diamonds as perfect Christmas gifts. This dual launch strategy amplified brand visibility, creating both initial buzz and sustained excitement through to the festive season.

The Outcome

The Pandora campaign with Mabel achieved impressive engagement on Instagram, generating over 86K likes and receiving over 500 comments. The #PandoraBrilliance posts resonated widely, with fans praising both the stunning lab-grown diamonds and Mabel’s style. The campaign’s timing, first in summer and then during the Christmas holiday season, ensured sustained visibility and excitement around Pandora’s new collection. By leveraging Mabel’s cross-generational appeal, Pandora successfully showcased their lab-grown diamonds as a stylish, ethical choice for all ages, reinforcing brand loyalty and attracting new customers looking for meaningful, sustainable luxury.

Mabel X Pandora Official Campaign
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