Pandora "DO"

Pandora was unveiling its new re-branding campaign, "DO" in the summer 2017. "DO" was the jewelry brand's effort to make itself more relevant to ambitious women. The brand wanted to own content that would inspire women to "do more", to celebrate self-expression, and make statements in the way she styled herself and lived her life.

To support and communicate this new re-branding effort, I designed a program that would leverage the editorial authority of our style-oriented site, STYLECASTER and the inspirational power of Influencers to position Pandora jewelry as a necessary accessory to a life full of "doing". 

The program kick-started with our style-saavy and cool girl editor Leah Faye Cooper sharing an insider's guide to the city all about making moves and doing cool things: New York City. 

We literally followed her as she guided us on how to experience the ultimate summer day in NYC in an Instagram Story STYLECASTER's Instagram account. For every suggested activity, we supplemented with a style tip and close-up shot that highlighted Pandora jewelry.  

This activation also included a custom street-photography shoot that would produce images for STYLECASTER's Instagram account and for the accompanying digital slideshow on STYLECASTER. 

The program also featured 9 Instagram Influencers undertaking a similar mission. Inspired by Pandora's "Do Explore" theme, they each shared their fun, colorful, and unique summer memories in an 1 Instagram story and Instagram image. The Instagram stories and image would include product integration. 

Influencers created stories that often involved traveling, exploring new ways to enjoy their home cities or going far to new exotic locations (see NotJessFashion's trip to Machu Picchu below).