Celebrity and talent procurement: Pandora ME relaunch
Music as Cultural Territory for a Successful Relaunch
For the relaunch of the Pandora ME collection, music was the core theme on which the campaign would centre around. This music narrative would be the basis on which talent were cast. At the heart of the campaign, we needed talent who would create content and assets that a Gen-Z audience would want to consume, create and share.
Global, Diverse Talent Who Are Influential Amongst Gen Z
ITB’s mission was to cast a group of music focused talent to become ME brand ambassadors who resonate with a Gen-Z audience in the following key markets: US, UK & Italy. After a thorough casting process, we secured Addison Rae (TikTok Star/Singer/Actor), Charli XCX (Musician), Beabadoobee (Musician), Donté Colley (Dancer) and Cecilia Cantarano (TikTok Star/Singer). Charli XCX’s song, ‘Sweat’, provided the soundtrack to the campaign, with ITB overseeing the music licensing.
To celebrate the launch, Pandora held two events: one in NYC and one in London, Charli preforming at both & her set being live streamed on TikTok, with ITB again overseeing the licensing. To further amplify the launch, the talent lent their names / faces to become avatars for Pandora’s partnership with Nintendo’s Animal Crossing, where they resided on the exclusive ‘Pandora ME Island’.
The Perfect Soundtrack to a Successful Campaign
The campaign achieved high engagement & interaction with its audience, the creative multi-social channel approach only heightening this with elements such as the ‘ME TikTok Dance Challenge’.