Sound On: Discover Your Spring
In our holiday travel campaign, we showed people how sound can transport you—to a new place or completely different headspace. Whatever frustrating moment travelers found themselves in, Pandora provided that much-needed escape.
Spring, however, embodies an entirely different energy. It’s a time to get up, get moving, and get outside. Whether it’s the warm air or longer days, there’s this collective sense of renewal and newfound motivation. In that vein, our spring Sound On campaign works to amplify the moment you’re in and help you discover your own unique sound, whatever that might be.
This campaign features some of the spring’s top artists, including the Jonas Brothers, Maren Morris, Bebe Rexha, Khalid, 2 Chainz, John Legend, and Becky G. We tailored each piece of creative to the artist’s new music: the design incorporated imagery and textures from their album art, and the lines were written to evoke the feeling or message of the artist’s new song. On some creatives, we even included a QR code for people to listen to the song or album mentioned.
We developed two promotional videos for this campaign, primarily for usage on Hulu and Vevo. Both outperformed the average Hulu video by 31 points.
I worked closely with an Art Director to concept the strategy and creative direction for this campaign. I led the strategy for copy, working closely with our brand and marketing teams to integrate Pandora’s three product pillars: effortless, personalized, discovery. We hired photographer Jeff Valle to shoot the lifestyle imagery and traveled down to LA to direct the full-day photoshoot. Our in-house design team added textures and colors to the photos, creating the vibrants mocks you see above.
This multi-million-dollar brand campaign boasts large-scale outdoor placements in iconic locations throughout five major markets: Atlanta, New York, Miami, the Bay Area, and Nashville. Our in-house creative team developed more than 1,100 pieces of creative across out-of-home, experiential, digital media, CRM, and social channels. Think: the Oculus building, Times Square, subways, bus stops, even bus wraps. For digital media, we executed site-takeovers with Thrillest, Vevo, and Vox, created an entirely unique Snapchat filter, and developed two campaign video spots for Hulu. We even commissioned street artists to create murals in the top markets. Read more about our campaign on Billboard, AdAge, The Drum, and Vibe, among others.
Overall, the spring campaign generated significant increases in brand affinity, favorability, and awareness. People exposed to the campaign were 10% more likely to associate Pandora as being a great place to discover new genres, songs and artists that they like. They were 15% more likely to associate Pandora with having a wide selection of music to fit a variety of moods and activities. Finally, our studies showed that brand awareness and brand loyalty jumped 15 points.