Pandora partners with Yahoo Storytellers to take experiential event online

Pandora Jewellery has teamed up with Yahoo Storytellers for a Tumblr campaign, using content from experiential activity taking place at London Fashion Week.

Pandora: taking experiential activity online
Pandora: taking experiential activity online

Pandora’s ‘Retouch, Revitalise, Recharge’ lounge at the Ham Yard Hotel has provided the setting to capture rich content to engage Tumblr’s millennial audience, which is now being remixed for the Tumblr community.

Fronted by influential fashion blogger Lizzy Hadfield – from 'Shot from the street' – the lounge was visited by over 200 fashion and beauty bloggers during London Fashion Week. Bringing offline to life online, Yahoo’s content marketing studio, Yahoo Storytellers will create a range of content from the event, including cinemagraphs, stereoscopes, GIFs and time-lapse videos. Each piece is being shared on Pandora’s dedicated blog to showcase the new Pandora Autumn/Winter collection. 

On 25 September, Pandora will have top billing on the Tumblr UK Dashboard for a 24-hour Tumblr sponsored day promotion. The campaign will also utilise Tumblr's sponsored post and sponsored video ad offerings to distribute content to a discerning fashion audience.

Carly Hunt, digital marketing manager at Pandora, said: "As a brand we always want to be at the forefront of combining experiential, offline and online activity to create engaging content for our consumers. The partnership with Tumblr has given us the platform to drive awareness of Pandora amongst the millennial audience during London Fashion Week."

Edward Desbois, head of strategic solutions at Yahoo Storytellers, said: "The digital landscape is in the midst of a content renaissance, with brands and influencers working together to remix creative content and explore new formats. Tumblr sits at the heart of this movement and this campaign for Pandora is an excellent example of how at Yahoo Storytellers we’re putting into practice new and exciting ways of engaging with consumers."

London Fashion Week has featured a number of activations from brands including Lavazza, Topshop and Burberry. 

More: Three brand experiences at New York Fashion Week

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