Content and
PR idea for
Pandora Italy and UK
Case study
Project overview
A PR and content strategy designed to expand Pandora’s appeal to men in Italy and the UK, delivered through a PR concept deck and an Italian blog post.
The challenge
Pandora’s Italian website showcased male models in campaigns but lacked a dedicated men’s section or tailored gift suggestions. Competitors like Tiffany & Co. were already targeting this segment with curated “Men’s” collections.
The gap: how can Pandora attract and inspire male shoppers while staying true to its storytelling DNA?
My role
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Content Strategy and UX Writing: Researched, ideated, and crafted concepts.
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PR Concept Deck (English): Designed a concise presentation with campaign angles.
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Blog Post (Italian): Wrote consumer-facing content highlighting male gifting and style opportunities.
The outcome
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Created a campaign blueprint showing how Pandora could activate a new audience segment.
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Produced ready-to-publish content in Italian that aligned with brand tone.
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PR idea highlighted storytelling as universal, broadening Pandora’s inclusivity.
Delivered a sleek, 5-slide PR deck with campaign messaging.
Crafted a 500-word Italian blog post optimised for tone, brand voice, and SEO keywords.
Creative Process
01. Research and Insights
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Analysed Pandora’s site structure and tone.
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Benchmarked competitors’ strategies (Tiffany & Co., Cartier).
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Identified underrepresented audience segment (men as gift-givers and wearers).
Pandora’s gift ideas highlight her, but not him.
Gift suggestions exist for mothers, sisters, friends… but not for men.
Unlike Pandora, Tiffany & Co. features a clear ‘Men’ section and easy-to-find gift ideas for him, making the shopping experience inclusive.
03. Concept Development
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PR idea: “Every Charm Tells a Story” focusing on men’s jewelry as meaningful self-expression.
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Blog strategy: Showcase both everyday wear (rings, chains) and playful charm sets (superhero themes).
Reflection
This project sharpened my ability to:
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Translate insight into strategy (research → campaign concept).
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Switch between B2B PR deliverables and B2C content.
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Think inclusively about brand positioning.