Pandora Jewellery first UK retailer to partner with Snapchat as it reveals Mother's Day push

Pandora Jewellery is to be the first UK-based retail brand to make use of Snapchat's Sponsored Geofilter feature.

The luxury store has teamed up with the platform to decorate users' selfies with its branded to celebrate similarities between mothers and daughters by inviting fans to take a snap of them with their mum on Mother's Day.

To push the campaign, which was created by Cream UK, the brand has enlisted five mother and child blogging duos, including Masha, This Jules and We Are Twinset, to post stories and videos about their bond and promote the jeweler's Mother's Day collection.

Geofilters are special overlays for images which can only be accessed in certain locations, and the digital team at Pandora has said it's looking to tap into the buzz surrounding "increasingly important platform" and "embrace Mother's Day in a truly native way."

Helen Harris, head of digital at Pandora UK, said: “For this campaign we've worked with some truly talented bloggers whose warmth and creative approach showcase our collections in a new light whilst demonstrating new expressions of what motherhood can be and can do.”

Beyond the Geofilters campaign, which will only be available to fans in the UK, the marketer has been actively trying to grow its user base on Snapchat by offering customers the chance to read snippets from its own magazine and showcasing its newest products.

KFC kicked off the trend for Sponsored Geofilters in the UK when it used them for its festive campaign back in December.

Snapchat is becoming a bigger player in the advertising arena, with the likes of Coca-Cola, Burberry and the Wall Street Journal flocking to the service.