Millennial awareness campaign developed for an internship project at PMK BNC.

1. Millennial Awareness Campaign

2. WHAT IS PANDORA?
Created initially through the Music Genome Project, Pandora launched in 2005. Once the
smartphone revolution began with the popularity of the iPhone, it became ideal for Pandora and
its users as they were discovering music they had never heard before.
PANDORA
PANDORA
PLUS
PANDORA
PREMIUM
AD-SUPPORTED
CURATED RADIO
AD-FREE
SUBSCRIPTION
PLUS + ON-
DEMAND
STREAMING
FREE $4.99/MONTH $9.99/MONTH

3. Pandora’s unique ability to understand what kind of music users enjoy is an advantage over other streaming
services. This offers consumers a personalized listening experience, where they can discover new music while
also jamming to old favorites.
MAIN PURPOSE: INCREASE PANDORA’S MILLENNIAL APPEAL
PersonalizationSpontaneityDiscovery
WHY PANDORA?

4. BRAND HISTORY

5. CAMPAIGN HISTORY
THUMB
MOMENTS
CAMPAIGN
2014 2015
HIGHLIGHT
MUSIC
GENOME
PROJECT
2016
SLOGAN
MARKETING
MILLENNIAL
CAMPAIGN
SOUNDS
LIKE YOU
CAMPAIGN
2017
BRANDED
RADIO
STATIONS
2017

6. PANDORA STATISTICS

7. SOUNDS LIKE YOU: SUMMER FESTIVAL
JULY 2013-2017
PANDORA SUMMER CRUSH
JUNE 2014- 2016
PANDORA STAGE AT SXSW
MARCH 2012-2017
CURRENT/PAST ACTIVATIONS

8. STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Personalized radio
Music Genome Project
Provides coverage for up and
coming artists
Streaming service domination
Social media platforms
Convenience
Music/artist accessibility
Limited global presence
Competition
Limited platform
SWOT ANALYSIS

9. 81M ACTIVE USERS
50M PAID SUBSCRIBERS
175M MONTHLY USERS
10M MUSIC CREATORS
3M ACTIVE USERS
1.35M HIFI SUBSCRIBERS
100M ACTIVE USERS
50M PAID SUBSCRIBERS
31.3M ACTIVE USERS
26M PAID SUBSCRIBERS
40M ACTIVE USERS
27M PAID SUBSCRIBERS
BRAND COMPETITORS

10. More than 75% of millennials use music
streaming services around the world.
MILLENNIALS
Music streaming services are convenient
and allow for the discovery of new
music.
-Global Web Index

11. GOAL AND STRATEGY
Increase millennial engagement with Pandora through the execution of an
integrated and digital marketing campaign.
Influencer Marketing Digital Marketing Brand Activations
Brand Partnerships College Campus Programs

12. TIMELINE OF CAMPAIGN
MARCH 2018 - JANUARY 2019
MARCH
LAUNCH
SNAPCHAT
CAMPAIGN //
POP-UP AT
SXSW
POP-UP AT
COACHELLA
APRIL MAY
POP-UP AT
SUNFEST
POP-UP AT
BONNAROO
SAMSUNG
837 EVENT
POP-UP AT
LOLLAPALOOZA
SEPT
INITIATE
PANDORA ON
CAMPUS
PROGRAM
POP-UP AT
MADE IN
AMERICA
JANJUNE JULY AUG SEPT NOV DEC
PROMOTE
PANDORA
FEST
PROMOTE
PANDORA
FEST
PANDORA
MUSIC
FESTIVAL

13. SOCIAL MEDIA

14. Becca Tilley
@beccatilley
1.1M Followers
Los Angeles
Matthew Espinosa
@mathewespinosa
5.6M Followers
Los Angeles
Bailee Madison
@baileemadison
1.8M Followers
Los Angeles
TIER 1
DIGITAL INFLUENCERS

15. Ashley Iaconetti
@ashley_ianconetti
608K Followers
Los Angeles
Hannah Bronfman
@hannahbronfman
383K Followers
New York City
Mary Seng
@maryseng
883K Followers
Nashville
TIER 2
DIGITAL INFLUENCERS

16. Samm Jandrisch
@sammjandrisch
65.2K Followers
Washington / California
Akin Akman
@akiniko
38.3K Followers
New York City
Claudia Valentina
@claudia_valentina_1
38.2K Followers
Los Angeles
Viktoria Dahlberg
@viktoria.dahlberg
73.9K Followers
New York City
TIER 3
DIGITAL INFLUENCERS

17. There are 166 million daily Snapchat
users around the world. Snapchat
advertising reaches 41% of all
millennials in the United States.
PANDORA PARTNERS WITH SNAPCHAT

18. #FINDYOURMUSIC ON SNAPCHAT
INCREASE SOCIAL PRESENCE AND FOLLOWING
Snap-to-Unlock exclusive content, such as:
• Partnered-artist interviews
• Behind-the-scenes videos
• Pandora "unplugged" sessions
• Celebrity/influencer takeover
• Surprise discount codes
• Chance to win prizes
ENGAGE CONSUMERS
PROMOTE BRAND AND ARTISTS

19. FOSTER SOCIAL ENGAGEMENT
BUILD EXCITEMENT AND AWARENESS FOR BRAND AND
FUTURE EVENTS
Share
experiences
with Geofilters
CONNECT ALL ACTIVATIONS TO A PANDORA GEOFILTER
PANDORA-SPONSORED GEOFILTERS
Attribute
experiences to
Pandora

20. #FINDYOURMUSICWITH _____
Featured artists curate a playlist with songs by smaller
artists similar to their sound.
"Find the music you love. Let the music you love find you."
#FINDYOURMUSICWITHZARALARSSON
Dua Lipa
Tove Lo
Daya
Bebe Rexha
Anne-Marie
Hailee Steinfeld
Alessia Cara

21. WHO ARE “PANDORA’BASSADORS?”
People who love music and want to get more involved on their college campus.
WHERE ARE “PANDORA’BASSADORS” LOCATED?
Michigan, Tulane, BU, UF, Ithaca College, UCLA, USC, UT, Vanderbilt, Indiana, Maryland, and Wisconsin
WHAT DO “PANDORA’BASSADORS” GET IN RETURN?
Opportunity to work with with Pandora’s marketing team on new initiatives, networking events, occasional
sneak peaks, swag bags, and exclusive music by their favorite artists.
HOW WILL PANDORA MARKET ON CAMPUS?
Campus career fairs/databases, music industry campus clubs, integration into student life/extracurricular
activities, student discounts, Pandora sponsored concerts, #FindYourMusic campaign
PANDORA ON CAMPUS

22. DAYA, both a PMK*BNC client and Pandora-partnered artist, will perform
at Samsung 837 in July 2018. The primary purpose of this event is to
generate buzz around both DAYA and Pandora, while ultimately increasing
Pandora's social media presence and engagement with users.
SAMSUNG 837 X PANDORA

23. Participants have access to multiple channels
and can control their playlist, aligning with
Pandora's personalized listening experience.
Activations will be present at Sunfest, SXSW,
Coachella, Made In America, Bonnaroo, and
Lollapalooza.
POP-UP ACTIVATIONS AT MUSIC FESTIVALS
PROMOTE PANDORA BY GIVING CONSUMERS A PERSONAL
AND MEMORABLE EXPERIENCE
PANDORA'S SILENT DISCO

24. WEST PALM BEACH, FL
SOMETHING JUST LIKE THIS...
INFLUENCERS
MEDIA
THE PALM BEACH POST SUN-SENTINEL BOCA OBSERVER FLORIDA TODAY NBC MIAMI
LELE PONS
@LELEPONS
18.5M
SUNFEST
LAUREN VANDIVER
@VANDIFAIR
213K
ASHLEY NICHOLAS
@ASHLEYBROOKENICHOLAS
25.2K

25. FIND YOUR MUSIC FESTIVAL
• ONE OF A KIND, PERSONALIZED FESTIVAL
EXPERIENCE
• FESTIVAL AIMS TO ELIMINATE MAINSTREAM
HITS BY GOING BACK TO ARTISTS’ ROOTS
• UNIQUE, INTIMATE, STRIPPED-DOWN CONCERT

26. MEDIA COVERAGE & PRESS
OUTLET IMPRESSIONS
ENTERTAINMENT WEEKLY 24,356,110
HOLLYWOOD REPORTER 23,950,647
ROLLING STONE 23,930,585
BILLBOARD 23,924,785
BUZZFEED 17,634,375
BUSTLE 16,369,741
COMPLEX 16,308,469
REFINERY 29 16,273,135
PITCHFORK 11,829,305
THRILLIST 11,537,716
ELITE DAILY 10,169,890
VULTURE 10,155,710
TIMEOUT NY 9,699,728
VARIETY 6,598,199
ROMPER 3,871,290
CONSEQUENCE OF SOUND 3,358,328
SPIN 2,112,213
VIBE 1,544,033
TOTAL FRAT MOVE 899,108
BETCHES LOVE THIS 637,204
BROOKLYN VEGAN 460,456
AXS 102,343
EARMILK 85,361
I M P R E S S I O N S 235,808,731
E S T I M A T E D A D V A L U E 18,864,698.48
MEDIA MAILER: EMERGENCY FESTIVAL KIT
DIFF Eyewear Sunglasses
SuperGoop Sunscreen
S’well Bottle
Glossier Face Mist
Yuni Shower Sheets
Pandora Portable Fan
Pandora Portable Charger

27. BUDGET
SOCIAL
SNAPCHAT
INFLUENCERS
SNAPCHAT
ACTIVATIONS
ACTIVATIONS/PARTNERSHIPS
CAMPUS PROGRAMS
SAMSUNG 837
MUSIC FESTIVALS
PANDORA FESTIVAL
100K
100K
1.6M
100K
1.5M
6.0M
2.0K
300K
4.2M
1.5M
TOTAL = 7.7M

28. CONCLUSION
Expected increase in social media following of 40% within 10 months of
campaign launch.
Track expected increases in social impressions, engagements and mentions.
Increase Pandora’s active users by 20% within 10 months.
Post-campaign surveys and interviews to measure brand awareness and appeal
among millennials.