When it comes to fashion brands reaching consumers in the UK, jewellery giant Pandora has managed to hold onto the top spot for the third consecutive year.
With a 2017 reach ranking of 5,137, the brand has continued to grow its online presence, once again posting a score higher than any other jewellery company trading in the UK. In fact, the Danish brand now commands over 7K more Facebook likes than its nearest rival in the fashion brands segment.
Based on figures collated in October 2017, Pandora had accrued some 12.2 million Facebook likes in the UK, compared with 9.2m million at the same stage last year. Its Twitter following has swelled to 165,000, while its followers on Instagram have grown from around two million to over three million in the last 12 months.
Pandora is truly a global brand, which will go a long way towards its impressive reach ranking, but the UK is a very important market for the business. According to Alexa, after the US, the UK generates the second largest percentage of traffic to Pandora’s official site.
Once landing on Pandora’s website and social channels, the brand has mastered the ability to create engaging content which will have visitors not just liking and following the jewellery giant, but also interacting and contributing to its online footprint as well.
Posts on the brand’s social media channels include lifestyle images, exclusive videos and collaborations with influencers and magazines.
This year Pandora launched a multifaceted marketing campaign called ‘Do’, which has been used to encourage interaction online. For example, in conjunction with the brand’s AW17 offering the campaign has focused on the statement ‘Do See the Wonderful’. This has been designed to inspire women to see the wonderful in their everyday life. As part of the campaign, PANDORA will launch the #DOSeeTheWonderful social media challenge, motivating consumers to capture their precious, everyday moments and share them with Pandora (and the world wide web) by following the brand on Twitter and posting with the hashtag #DOSeeTheWonderful . This movement is destined to expand the brand’s reach even further.