The Challenge

Stylist’s 2023 “This is 30” white paper revealed a significant gap between women’s expectations for adulthood and their reality, showing that traditional societal milestones often felt unattainable. This insight deeply resonated with Pandora, who was launching their “BE LOVE” philosophy. The key driver for the campaign was that 64% of women don’t celebrate their individual achievements because they don’t feel “significant enough.”

The Plan/Execution

Together, Stylist and Pandora partnered on an 8-month campaign to redefine success for women, shifting the focus from societal “milestones” to personal “me-stones.” The campaign spanned print, social, digital, and email, with the goal of encouraging women to celebrate their individual achievements, no matter how small. To bring this to life, Stylist created a striking media first: a reversed gatefold of magazine covers, each celebrating a specific “win,” from cycling to work to “learning to love myself.” All 28 assets seamlessly integrated Pandora jewellery, positioning the brand for all gifting and self-gifting occasions.

Results

• The campaign reached 8 million people, successfully highlighting that no reason is too small to show love to oneself and others with Pandora.
• The partnership proved highly successful, with Stylist’s print magazine being the most recognized Pandora partnership alongside their TV campaign. This led to a 150% increase in Stylist’s partnership contributions to the account, making Pandora one of Stylist’s biggest partnerships in 2024.
• Stylist also became Pandora’s predominant publishing partner for the year.
• Print played a central role, with Pandora dominating the magazine’s share in key issues. The innovative reversed gatefold covers created a unique reading experience, reaching 365,000 women and leveraging a traditional platform to highlight non-traditional celebrations.
• Post-campaign analysis confirmed print’s enduring power, with 67% of the audience recalling seeing Pandora on Stylist’s channels, and print alone accounting for 22% recall, an unprecedented reach in the women’s lifestyle market.

These results underscore print’s continued strength for deeper storytelling, longer dwell times, and audience trust.