Danish jewellery giant Pandora became the first UK-based retail brand to make use of Snapchat’s sponsored geofilter feature during a partnership which came to life on Mother’s Day.

To celebrate the similarities between mothers and daughters, Pandora invited fans to take a Snapchat with their Mum on Mother’s Day and add Pandora’s exclusive geofilter which consisted of a branded Mothering Sunday message.

The brand also offered users a chance to win a £500 shopping spree in Pandora’s flagship store by asking fans to share their favourite selfie with the Pandora geofilter on Twitter using #JustLikeMum as a hashtag and tagging @Pandora_UK in the post.


In the lead up to the campaign day, Pandora enlisted five mother and children blogging duos – Masha, This Jules, My Bubba and Me, Gemma Talbot and We Are Twinset – to post stories and videos about their relationships and promote the brand’s 2016 Mother’s Day collection.

The Pandora Snapchat campaign was only available for UK fans to use. The brand worked with agency Cream UK on the campaign.

Pandora has been actively trying to grow its user base on Snapchat this year by offering customers the chance to read snippets from its magazine and showcasing the latest product launches.

Read more about the increasing use of Snapchat for marketing purposes on pg.28 of the November 2015 Professional Jeweller issue.

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Editor, Professional Jeweller