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Pandora Final Presentation
Pandora aims to increase its appeal to millennials through an integrated digital marketing campaign from March 2018 to January 2019. Key elements include influencer marketing on Snapchat, brand activations at music festivals, campus programs, and a Pandora Music Festival. The budget is $7.7 million and goals are a 40% increase in social media following and a 20% increase in active users within 10 months to boost Pandora's brand awareness and engagement among millennials.
Pandora Final Presentation
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- 2. WHAT IS PANDORA? Createdinitially 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 abilityto 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?
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- 5. CAMPAIGN HISTORY THUMB MOMENTS CAMPAIGN 2014 2015 HIGHLIGHT MUSIC GENOME PROJECT 2016 SLOGAN MARKETING MILLENNIAL CAMPAIGN SOUNDS LIKEYOU CAMPAIGN 2017 BRANDED RADIO STATIONS 2017
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- 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 Personalizedradio 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 50MPAID 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 Increasemillennial 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 MARCH2018 - 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
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- 14. Becca Tilley @beccatilley 1.1M Followers LosAngeles 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 LosAngeles 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 166million 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 INCREASESOCIAL 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 BUILDEXCITEMENT 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 artistscurate 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?” Peoplewho 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 aPMK*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 accessto 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 MUSICFESTIVAL • 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 insocial 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.