PANDORA: Performance Marketing Around Buying Occasions
An occasion-led retail system that aligned product advertising with availability, margin and high-intent gift demand.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
Jewelry demand is time-sensitive and often occasion-led. Seasonal intent was lost when items were unavailable or the route to purchase was too long.
Solution
- Structured campaigns by buying occasion, jewelry category and collection.
- Used current prices and inventory in product advertising.
- Built dynamic retargeting with viewed products and close alternatives.
- Distributed peak-season budget using inventory and margin, not demand alone.
Results
- 1,200 modeled first-time customer orders
- KZT 36M modeled attributed revenue
- KZT 5,000 modeled first-order cost
Key insight
ROAS is a starting signal; scaling still requires product cost, discounts and returns.