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Pandora
Pandora wins back Millennials

RAN IN: North America

CLIENT
Pandora Media Inc.

AGENCY
twofifteenmccann *Lead Agency

Janene Lin, Strategy Director
Scott Duchon, Partner, Chief Creative Officer
Adam Reeves, Executive Creative Director
Ezra Paulekas, Creative Director
Anne Cathcart, Sr. Account Manager
Alex Spahr, Director of Integrated Production
Kacey Hart, Senior Producer


DigitasLBi


SUMMARY

Pandora reversed a business decline with a counter-culture strategy and an unconventional approach to creative storytelling. While the competition made music social, Pandora's opportunity was to make music personal. We took this insight and told a visual story about something you listen to, boldly removing the soundtrack so that viewers could think of a song that personally moved them. Our campaign surpassed its goals by 190% and improved favorability by over 15% amongst a millennial audience that had previously written the brand off. 

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);Video Skins/Bugs;MOBILE/TABLET;App;Display Ad (Mobile/Tablet);PR;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Branded Content (TV)

Audience: Young Adults 18-34

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English