The world leading, global jewellery company PANDORA is one of the most known brands in Denmark with an impressive brand awareness on more than 90 %. Denmark is also PANDORA’s home market and therefore many Danes have a special stake in and opinion about the company that goes beyond the product. As a result, there are many different stakeholders to embrace (such as investors, consumers, retailers, employees), and this makes the communication quite complicated.

Based on this, PANDORA wanted a stronger emotional relation between the brand and the Danish consumers – and therefore we were asked to create a platform that could create positive stories about the brand DNA and values in order to achieve that. The stories should also get on the radar of the many other types of stakeholders (such as investors, retailers, employees), and thereby influence their perception of the brand positively.

Two weeks before the tour (April 25), we sent blogger kits to bloggers and pitched stories to journalists and invited them to the event. This resulted in solid media coverage before the tour, which was crucial in order to sell tickets.

During the event (May 8), we encouraged participants to style their bikes and share their moments on social media. We also gave prizes for, among others, ‘Best team spirit’, in order to engage participants and create personal stories for journalists and social media.

After the event, we donated box bikes to children’s institutions (mid-June and mid-August). It was a tactical choice to do so twice in all five regions of Denmark, in order to create many local/regional media stories. In addition, we chose that local PANDORA retailers should give the donations so they would become local heroes.

In total, we worked with 17 different angles in our media stories.