PANDORA JEWELRY FALL 2016 MEDIA PLAN

KPI’s 2Budget Allocations1

Agenda/ Objective

Partnerships 3

Social Campaigns4 Brand

Strategy5 Timeline Breakdowns6

Objective: To increase consideration, drive consumer engagement and motivate sales for Pandora through a comprehensive media plan.

TELEVISION + CREATIVE

3

Total Budget:$3,000,000[18.75%]

Creative Storyboard: Female Target

Why wait for Santa?

Creative Storyboard: Female Target

Creative Storyboard: Male Target

Show Her You Know Her.

Creative Storyboard: Male Target

TV Budget Allocation Women:

$2.3M

Men: $.7M

Women 25-54 Men 35-49

1 HGTV ESPN

2 ESPN TBS

3 HALLMARK ADSM

4 TBS AMC

5 ADSM CNN

Source: Netpack Cable Ranker

KPI’s on TV Spend

Network Impressions (High) GRPs (High)

TBS 1340-1880 1.18-1.62

HGTV 980-1151 .84-.99

HALLMARK 2068-2244 1.74-1.93

AMC 802-1604 .65-1.3

ADSM 485.4-592.4 .42-.51

Source: National Buy Tool Kit, Stewart DDS

NETWORK RADIO

10

BUDGET:$1,600,000

[9.9%]

Network Radio Buy Summary

● Purchased Budget: $1,587,725 (Goal $1.6M)● Purchased M 35-49 GRPS: 181.1● Purchased F 25-49 GRPS: 364.1● Buying Target: F 25-49 & M 35-49● Weeks On-Air- 5● Weeks of 11/21, 11/28, 12/5, 12/12, 12/19● Spot Length: :15, :30, :60

Spots GRPs Total Gross $

92 35.4 $202,800

830 447.7 $731,650

225 62.2 $574,100

364 0 $79,175

Source: ACT 1 Systems

Network Radio At A Glance

BUDGET BREAKDOWN

Male 35-49 Female 25-49

ESPN $202,800 N/A

SKYVIEW $419,250 $312,400

PREMIERE N/A $574,100

SIRIUSXM $55,000 $24,175

TOTAL: 677,050 910,675

Men43%

Women

57%

MenWomen

Source: ACT 1 Systems

Breakout of Day Parts

AM Drive27%

PM Drive28%

Night1%

Weekend19%

Day/ROS25%

Women AM DrivePM DriveNightWeekendDay/ROS

AM Drive36%

PM Drive26%

Mid6%

Night6%

Weekend13%

Day/ROS12%

MaleAM DrivePM DriveMidNightWeekendDay/ROS

Source: ACT 1 Systems

ABC/Skyview Integration: Priceless by Pandora

Celebrities talking about their most priceless piece of jewelry….ex family heirloom, gift from spouse/kids/fans, and what it means to them, keeping the tone in line with affection, appreciation, friendship, caring, and faith. Run throughout the flight, and be :20 of content/interview with a :10 message from Pandora.

Use male celebrities and change topic to how they show affection, appreciation, friendship, caring, and faith to family/fans/bandmates, etc. Keeping the tone in line with the theme of the Pandora charms. It would also run throughout the flight and be :20 of content/interview with a :10 message from Pandora.

Females 25-49 Males 35-49

DIGITAL

16

Total Budget: $4.5 M

[28.13%]

DIGITAL SELECTION CRITERIA

*Digital partners were also selected based on the availability of cost information on the GroupM shared drives.

PARTNER LIST: REACHING CONSUMERS WHEN AND WHERE IT COUNTS

18

Female Demo Shared Male Demo

Considered but not recommended:

DIGITAL BUDGET BREAKDOWN

19

Male Gifter• EST. SPEND: $979,370.33

• EST. IMPs: 96,155,327

Sentimentalist/Expressionist • EST. SPEND: $3,571,199.54

• EST. IMPs: 339,314,495

Total Estimated Spend: $4,550,569.87Total Estimated Impressions:435,469,822

PARTNER SPOTLIGHT:

20

Total Delivery: $485M | 70MM impressions | $7 CPM

Lasting Impressions• Live-in content with our existing partners gives us

contextual relevance

• ESPN, HuffPost, People, etc.

• Personality Test +Content Activated Quiz Units boast a 95% Completion Rate and a 22% CTR

• User experience is never disrupted

Favorable Cost Structure• Added Value:

• An incomplete piece of Apester content is a FREE branded impression that the user has engaged with

*Apester will be utilized in the digital strategy for ALL demographics

+ PANDORA

• What to buy your girlfriend for the holidays based on what she makes you watch on television

• Who wears the pants? Presented by Pandora

• We made a charm bracelet for you based on your favorite Bachelor(ette).

• We know what jewelry she wants based on her favorite TV drama.

• She has all the charm. What kind of jewelry should you get her?

• What jewelry is best for your girlfriend based on her favorite pizza topping?

• Let us pick her Christmas present based on her favorite Beyoncé album.

21Total Delivery: $485M | 70MM impressions | $7 CPM

22

Total Delivery: $700M | 54.5MM impressions | *Remaining Male Gifter Budget will be used for Xaxis Retargeting and Ad-Serving

Strong Alignment• Aligns closely with Pandora’s male target• Leading index and reach/frequency• Highly engaged users – avg. 11 minutes per visitor (November 2015, Source: ComScore)

Lasting Impressions• NFL-related content [Sundays + Mondays]• Rotational pre-roll (:15 & :30)• Display mobile banner• Apester Quizzes: “Is your girlfriend better at fantasy football than you?”

Owning Sunday Content• Content consumers will soon associate ESPN Sunday content with Pandora • Strong creative message in static banner ads

MALE PRIMARY STRATEGY: OWN SUNDAY CONTENT

KPIs: MEASURING SUCCESS

23

Site Visits• Site visits can be attributed to specific placements and can help

in weekly optimization decision-making

Online Chatter• #ShowHerYouKnowHer hashtag use• #WhyWaitForSanta hashtag use

Offline Purchases• Leverage third-party purchase level data to attribute offline

purchases to the impressions viewed by the user

ODDS & ENDS: WHAT IF…?

24

Digital dollars are fluid.• Optimizing can be done on a weekly basis as

we track digital campaign performance closely.

• If a partner/package is underperforming, dollars can be shifted to a higher performer.

Ads are safe.• Ad-serving services ensure brand safety +

that all impressions served match the GroupM standard.

PAID SOCIAL

BUDGET:$1.5 M

[9.38%]

PAID SOCIAL APPROACHOverview And Rationale • Specific Demo Targeting• Reach Based Campaigns -> Retargeting• Strong Calls-To-Action

Measurement• Impressions / Clicks• SOV• Closed Loop Sales Lift Study • Website Pixels

Creative• Separate male/female creatives• Non-Core Items

26

Budgets & Targeting

Male Female

BudgetTotal

(1.5 Million)

Facebook/Instagram: $234,000Twitter: $66,000Total Spend: $300,000

Facebook/Instagram: $756,000Twitter: $144,000 Pinterest: $300,000Total Female Spend: $1,200,000

Targeting Features

• Ages: 35-49• Salary >$75,000K• 3rd Party FB data: Jewelry Purchasing• Relationship, married, engaged• 1st Party data: CRM, pixel site retargeting• Competitor conquesting• Holiday shoppers• Pandora shoppers

• Ages: 25-49 • Salary >$75,000K• 3rd Party FB data: Jewelry Purchasing• Interests: jewelry, fashion, accessories• 1st Party data: CRM, pixel site retargeting• Competitor conquesting• Holiday shoppers• Pandora shoppers

MALE DEMO FEMALE DEMO

POTENTIAL REACH

3,300,000 8,500,000

DESKTOP STRATEGY

FOCUS

#ShowHerYouKnowHer[Video Content]

#WhyWaitForSanta [Video Content]

MOBILE STRATEGY

FOCUS

#ShowHerYouKnowHer[Canvas Ad Format Content]

#WhyWaitForSanta [Canvas Ad Format Content]

RETARGETING STRATEGY

FOCUS

Carousel Ads showcase non-core products based on site

visits.

Carousel Ads showcase non-core products based on site

visits.

FB/IG Approach

Source: Facebook Ads Manager

Male Female

Potential IMPs 14,560,000 32,526,000

Desktop Strategy

Focus

#ShowHerYouKnowHer 4-6 romoted tweets in single

or ad carousel formats

#WhyWaitForSanta 4-6 promoted tweets in single

photo ad carousel formats

Mobile Strategy

Focus

#ShowHerYouKnowHer Promoted tweets in text or

single image formats

#WhyWaitForSanta Promoted tweets in text or single image

formats

Retargeting Strategy

Focus

Multiple image carousel ads showcase non-core products.

Multiple image carousel ads showcase non-core products.

#ShowHerYouKnowHer

Pandora @PandoraJewelry

Source: Twitter Ads Manager

Female

Desktop/Mobile Strategy Focus

• Keyword list ensures Pandora’s promoted pins reach hand raisers

looking for similar products.

• Holiday + non-core jewelry items focus#WhyWaitForSanta

Retargeting Strategy Focus

• Customer list, visitor, + lookalike retargeting drives engagement with those who like Pandora or may have

visited the Pandora website.

#WhyWaitForSanta

PAID SEARCH

Budget: $1M

[6.25%]

PAID SEARCH APPROACHOverview & Rationale• Google, Bing, Yahoo• Strong Calls-To-Action• Non-Core Item Focus• SEM Features/ RLSA Capabilities• Consistent optimization • Brand & Non-brand Campaigns

Audience• Handraisers• Customer Match/ RLSA

Measurement• Clicks/Conversions• CTR/CVR32

BUDGET BREAKOUT

33

Google: $670,000 Bing: $210,000 Yahoo: $120,000

SearchBudget:

$1M[6.25%]

General Search: $800,000RLSA: $200,000

Source: ComScore

SEM FEATURE APPROACHText Ads Ad Extensions Gmail Sponsored

AdsGoogle Maps Ads RLSA Showcase Shopping

Ads

• Optimize keyword bids to ensure top position on search engine result pages.

• Expanded text ads highlight specific promos/products.

• Expanded texts increase character specs by 50%

• Enhanced Sitelinks: Find a Store

• Location Extensions: Add a store location

• Review Extensions: Add a third party review

• Callout Extensions: Free Shipping

• Collapsed ads live at the top of personal Gmail account tabs

• Unique targeting capabilities reach target, CRM, + lookalike audiences

• Lead hand raisers to Pandora locations w/location expandable ads

• Ads live beneath search boxes + in Google Maps

• Aids in driving in-store traffic

• Different bids• Different ad copy

to returning Pandora website users

• Based on audiences

• Aids in driving consideration

• Keeps Pandora top of mind

• 3 Pandora images shown in an ad for broad, non-brand “jewelry” product searches,

• Ad lives alongside competing brands bidding for similar keywords

• Pandora must be present in competitive space

EX KEYWORD PLAN BREAKOUT

35

Brand

Nonbrand

Holiday Gifts

Charms

General Jewelry

Competitors

Charm Items

Non-Core Items

Collections

General

Rings

Classic Christmas

Animal

Pandora Shops

Love Charms

Rings

Christmas Gifts

Tiffany

Pandora Near Me

Swan Charm

Christmas Charms

Silver Rings

Tiffany Rings

Best Christmas Gifts For Women

Heart Shaped Charms

Gold Rings

Specific Products Twist Of Fate RingRing Products

Ad Group KeywordCategory

PRINT

36

Total Budget:

$3,000,000[18.75%]

PRINT RATIONALE

• High engagement

• Interest in ads + magazine content

• Strong index among sentimentalists & expressionists

• Print drives consumer to other mediums

• High impact units allow interaction between consumer + ad

• Brands extend reach to a non-digital audience

GENERAL U.S. MEDIA CONSUMPTION

Sentimentalist Expressionist General Population

# Internet Hours

Magazines # Newspapers

# TV Hours# Radio Hours

Source: Pandora Brief

OBJECTIVE

TITLE SELECTION

STRATEGY

PRINT APPROACH

• Evaluate partners based on Pandora’s primary target, as well as editorial environment and contextual relevancy

• Strong index among W 25-49, HHI 75k+

• Expressionist focus• Shift brand perception with presence in core fashion titles• Build awareness through partnering with publications with mass reach• Command authority in holiday issues• Leverage continued partnerships • Build continuity +secure premium positioning

• Increase purchase consideration + drive sales• Make Pandora synonymous with female empowerment

BEAUTY + FASHION

RECOMMENDED PRINT PARTNERS

FASHION

LIFESTYLE

PRINT FLIGHT

NOVEMBERDECEMBER

• December creative drives classic holiday collection

• Glamour, Cosmopolitan, Harper’s Bazaar, & Redbook have single page ads in Nov/Dec issues

• Aim to negotiate opposite TOC positions in these issues

• Premium positions for standard page prices

• High impact unit in Glamour December issue

• Positioned opposite ‘Women of the Year’• Consumer lifts up ‘box lid’ on the magazine

page to simulate opening of jewelry box• What’s within Pandora’s box?• Ad lives beneath box

OUT OF HOME NEW YORK RECO

TOTAL BUDGET:

$800K[5%]

OOH BUDGET BREAKDOWN

42

$800K

TOTAL

BUDGET:

CLASSIC OOH MEDIA FORMATS

43

Budget: 43.95%

of Total OOH

SUBWAY TWO-SHEETS

44

Rationale: o General coverage of the NY MTA subway

systemo Evenly distributed posters along all lines

generates mass impressions within the market.

# of Units:300

Total Cost:

$63,600[7.95%]

Total IMPs:

45,776,200

Source: Sample Media Reco

BUS KINGS W/ HEADLINERS

45

# of Units:150

Total Cost:

$165,000[15.4%]

Total IMPs:

27,358,070

Rationale: o Drives frequency + reach

Source: Sample Media Reco

WRAPPED BUSES

46

# of Units:

19

Total Cost:

$123,500[20.6%]

Total IMPs:

70,560,000

Rationale: o Frequency of service

ensures blanketed coverage throughout business districts.

Source: Sample Media Reco

OOHMEDIA FORMATS 2K16 STYLE

47

Budget: 56.05%

of Total OOH

LINKS

48

# of Units:150

Total Cost:

$360,000[45%]

Total IMPs:

2.4 billion

Rationale: ✧ Playground for advertisers

✧ Diverse audience

✧ Brand positivitySource: Link Website

WRAPIFY

49

# of Miles: 5,600

Total Cost:

$18,000[2.25%]

Total IMPs: TBD

Rationale: ✧ Trendy: Uber + contracted drivers✧ Non-digital unit w/ accurate CPMs ✧ Reach consumer unexpectedly

Source: Wrapify Website

CAPTIVATE

50

# of Units:

18 Buildings

Total Cost:

$45,736[5.7%]

Total IMPs:56 M

Monthly

Rationale: ✧ Creative opportunities

✧ Geo-tags

✧ Countdown videos

✧ 50% Recall

✧ 20% drive-to-web

Notes on OOH Flight: ✧ Steady✧ Captivate deactivated

Thanksgiving + Xmas

Source: Nielsen 2013

Recap28%

16%

10%

19%

5%

19%

Digital Search/Social RadioTV Out-of-home Print

Print $ 3,000,000

Out-of-home $ 800,000

Search/Social $ 2,500,000

Digital $ 4,500,000

Print $ 3,000,000

TV $ 3,000,000

Radio $ 1,600,000

1. KPI’S 2. BUDGET ALLOCATIONS3. PARTNERSHIPS 4. SOCIAL CAMPAIGNS 5. BRAND STRATEGY 6. TIMELINE BREAKDOWNS

Topic Review

THANK YOU