Magic Radio’s Gaby Roslin spoke with Pandora’s Head of Paid Media Ruth House and Grazia Editor, Hattie Brett at this year’s Adwanted Future of Brands, to talk about how publishing can sparkle beyond the pages. Working together, Pandora and Grazia inspired audiences, attracted customers and ultimately drove revenue for the brand.

Hattie shared insights from recent research into the Grazia reader, highlighting that jewellery is a key category for self-gifting. The ‘Grazia woman’ gravitates toward brands that use their platform for good and actively seeks out content that brings joy and offers a sense of escape.

Ruth highlighted that despite being the world’s largest jewellery brand, Pandora still faces common misconceptions – particularly around it’s offering beyond charms. She acknowledged that driving consideration remains a key business challenge. One of the most powerful aspects of the Grazia partnership, she said, was the opportunity to spotlight Pandora’s broader product range and communicate to the audience in a ‘powerful and authentic’ way. It was a fully integrated 360 campaign that spanned print, digital and social, the strength of the collaboration truly came to life.

Hattie also spoke about how knowing your audience and how to get a message across is key, as well as being able to deliver on multiple platforms. Audiences can be targeted online through socials too: “targeted reach and brilliant content is the perfect pairing” to foster a successful commercial partnership.  Hattie added “We want to make the Grazia woman re-appraise what she thinks about Pandora; driving desirability and the breadth of product was as the core of this campaign”.

Ruth described the results as fantastic, stating “not only did we create such beautifully, stunning, visually creative content, we were also able to increase our consideration by 16% and there was a +22% increase in brand affinity.” It was also noted that 61% of those exposed to the campaign took some sort of action with purchase from Pandora being +13% higher amongst those exposed to the campaign.

Looking ahead, Hattie shared that there are plenty of ideas in the pipeline. One key to the success of this campaign, she said, was the close collaboration between Grazia’s editorial and commercial teams and the Pandora team. “Editorial being in the room helps shape the ideas and that’s key as we move forward.”

Ruth echoed this sentiment: “We’re not two sides. We’re in it together.”