Pandora

The Objective 

Pandora is one of the world’s best-known jewellery retailers. Founded in Copenhagen, its unique range of charm bracelets, rings, and necklaces are instantly identifiable. Alongside the launch of its latest campaign on TikTok, Be Love, Pandora wanted to measure the impact on their brand image in the US. 

The Solution 

In the hope of gaining real, usable insights from their campaign, Pandora chose to run a Brand Lift Study alongside their campaign. When you run a TikTok Brand Lift Study, we create two randomised groups from a portion of your campaign's target audience: an Exposed Group that sees your promoted content and a Control Group that does not. We then use a combination of polling and statistical techniques to measure the difference in key performance indicators – like awareness and ad recall – between the two groups, which can be attributed to your advertising.

Pandora’s Brand Lift Study ran for eight weeks, covering all upper, mid, and lower funnel activities including Pulse, In-Feed, and Video Shopping Ads. The powerful metrics available from the study showed major performance in all areas – including ad recall, favorability, and preference. 

The Results 

An impressive +13.5% point uplift in ad recall was recorded from the Brand Lift Study, showing Pandora’s campaign truly resonated well with people right across the US. Brand favorability was also high at +8.8% points, as was brand preference at a positive +6.2% points. 

In total, the Be Love campaign reached more than 33 million people, and proved TikTok’s ability to deliver tangible impact for brands – not just through campaign promotion, but with engaging interactions that last well beyond the duration of your ads.