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

1. MILLENNIAL AWARENESS
CAMPAIGN: PANDORA
Erin Blankstein, Kylie Manderson, Jessica Fuchs, Kate Pressman, Gabrielle Noud
BACKGROUND ON PANDORA
WHAT IS PANDORA?
• Pandora is an Internet radio station in which users listen to personalized stations by
entering an artist, song, or musical genre. These stations are generated based on what the
user wants to listen to.
• While listening to songs chosen by Pandora, users provide either positive or negative
feedback through a “thumbs up” or “thumbs down” sign, which is used to choose which
songs will subsequently play.
• 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, as well as its users as they were discovering music they had never heard before.
TYPES OF ACCOUNTS
• Free = personalized stations with advertisements
• Plus @ $4.99/month = personalized radio stations, unlimited skips/replays, higher quality
audio, offline stations, NO advertisements
• Premium @ $9.99/month = create stations and customized playlists, unlimited skips/
replays, higher quality audio, ability to download ANY music, play ALL favorite songs, NO
advertisements
• Competitor to the other on-demand streaming services
WHY PANDORA?
• MAIN PURPOSE: increase Pandora’s millennial appeal
• Pandora’s unique ability to understand what kind of music users enjoy is certainly 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.
• This platform prides itself on the fact that their radio stations and/or playlists are curated
for individual listeners every day, so no one ever has the same set of songs on a station or
playlist.
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2. BRAND HISTORY
2011 → launches IPO
2013 → change in CEO // surpassed 200 million users accounting for 70% of Internet radio
2015 → acquires Rdio (previously brand competitor), Ticketfly (concert ticket seller), and
Next Big Sound
2016 → creates Pandora Plus to improve on their Pandora One $5/month subscription
service
2017 → develops Pandora Premium to offer unlimited on-demand access to albums/songs
CAMPAIGN HISTORY
2014 → Allowing users to connect with their favorite musicians, Pandora launched a “thumb
moments” campaign to give consumers an even more personal and emotional listening
experience.
2015 → Pandora initiated the first brand-marketing effort in 10 years of business, which
highlighted their individualized, curated radio stations through the Music Genome Project.
2016 → Partnering with over 30 social media influencers, Pandora set in motion a millennial
targeted campaign utilizing slogans, such as “That’s my shit,” “That’s my jam,” and “That’s
my ish.”
2017 → Pandora recently launched the “Sounds Like You” campaign to accompany the
rollout of their premium on-demand streaming service, which conveys their unique ability to
deliver an eclectic music experience.
2017 → As an extension of their premium subscription service, Pandora partnered with
fitness influencers to create branded radio stations, which celebrates the individuality and
distinct features of their music listeners.
DATA
PANDORA STATISTICS
• Since its launch, Pandora’s revenue has greatly increased. By the end of the fiscal year
ending on December 31, 2016, Pandora had earned total annual revenues of $1.38 billion.
Of that total, $1.07 billion were generated through advertising sales alone,
accounting for roughly 81% of revenues that year.
• Most Pandora listeners make use of Pandora’s free music streaming services— it follows
that subscription fees did not account for a greater share of revenue.
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3. • Pandora's paying subscriber base is expected to increase from 3.9 million in 2015 to over
6 million by 2021.
LET’S COMPARE...
• Pandora ranks first with the highest average active sessions, at 2.5 million average active
sessions during the month of April 2017. Spotify ranked second, with 1.98 million average
active sessions.
CONSUMER TRENDS
• US streaming revenue grew
57% to $1.6 billion in the first
half of 2016.
• In 2016 streaming music
services were responsible for
more than 50% of all US music
industry revenue (up from 34%
in 2015) -- total of $3.9 billion.
• Revenue from paid subscription
plans more than doubled in
2016, bringing in $2.5 billion
with an average of 22.6 million
US consumers subscribing to
streaming services (up from 10.8
million in 2015)
CURRENT/PAST ACTIVATIONS
SOUNDS LIKE YOU: SUMMER FESTIVAL (JULY 29, 2017)
• FIFTH annual
• Los Angeles (LA Coliseum)
• 2017 Talent Includes: Big Sean, Machine Gun Kelly, Noah Cyrus & Starley
SXSW PANDORA STAGE
• The stage promotes up and coming artists
PANDORA SUMMER CRUSH (2016)
• Free end of summer concert
• Took place in 2014, 2015, 2016
• Los Angeles
• 2016 Headliners: Fergie, 5 Seconds of Summer, DAYA
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4. SWOT ANALYSIS
BRAND COMPETITORS
Spotify
Spotify revolutionized the way people listen to music, and it has been Pandora’s biggest
competitor thus far. Spotify has recently added features which mirror Pandora’s (Radio/New
Music Friday), and it also has less ads included in its free version.
In addition to having an ever expanding platform, Spotify has intelligently implemented an
array of advertising/marketing campaigns. For example in February 2017, Spotify launched a
witty and attention-grabbing global campaign, which poked fun at users’ interesting playlist
names. These findings were placed on billboards in San Francisco, LA, New York and online.
They enlisted the help of Alessia Cara, D.N.C.E. and D.R.A.M to further the reach of their
advertising, and these campaigns have profoundly aided Spotify in its success and
expansion.
Statistics:
• 30 million + tracks
• Available in 60 million countries worldwide
• 2016 Revenue: $1.39 billion; Loss: $343M
• Family and Student discounts offered
• 81 million active users; 4.39 million paying subscribers
• Premium account: $9.99/month
STRENGTHS
- Personalized radio
- Music Genome Project
- Provides coverage for smaller artists
WEAKNESSES
- Music/artist accessibility
- Limited global presence
OPPORTUNITIES
- Streaming service domination
- Social media platforms
- Convenience
THREATS
- Competition
- Limited platform
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5. Apple Music
Apple Music is a music and streaming service developed by Apple. Users select music to
stream on their device on-demand or they can listen to already curated playlists. Throughout
2016 and 2017, Apple Music has expanded into video, and it has intensified the competition
between music streaming services. Although Apple Music has about half the paying
subscribers of Spotify, it is quickly catching up.
Apple Music has enlisted the help of top-selling artists such as Taylor Swift (Treadmill
commercial) and Drake to help promote the platform. Although Taylor Swift recently released
her music on Spotify, she had previously had an exclusive deal with Apple Music.
Statistics:
• Active users: 40 million; Paying Subscribers: 27 million (as of June 2017)
• Family subscription offered (requires iCloud sharing)
iHeartRadio
iHeartRadio is the only music app that features thousands of the country’s best live radio
stations and custom artist stations that you can control. Users have the ability to create
personalized, all-music custom stations. iHeartRadio also sponsors the iHeartRadio Music
Festival, which has been a huge success and attracts top talent, while also receiving a
significant amount of national coverage. The 2017 roster includes: Harry Styles, Niall Horan,
Miley Cyrus, The Weekend, Big Sean, DJ Khaled, P!nk, and Kesha.
Statistics:
• 2016 revenue: $3.4 billion
• Company wide debt of $20.37 billion at the end of 2016
• 100 million users
• 50 million paying subscribers
• Plus: $4.99/month; All access: $9.99/month
SiriusXM
American broadcasting company that provides three satellite radio and online radio services
operating in the United States: Sirius Satellite Radio, XM Satellite Radio, and Sirius XM
Radio.
Statistics:
• 2016 revenue: $5.0 billion (this includes all of SIRIUS XM radio)
• Total subscribers: 31.3 million
• Paying subscribers: 26 million (as of December 2016)
• Per radio: $14.99/month; Family discount offered
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6. SoundCloud
The world’s largest music and audio platform, SoundCloud, allows users to discover and
enjoy music from a diverse creator community. Since launching in 2008, the platform has
become renowned for its unique content and features, including the ability to share music
and connect directly with artists. It is an open platform that directly links creators and their
fans across the globe. Although Soundcloud is successful, it is struggling more than any
other platform to stay afloat. In February 2017, the team introduced a new campaign
(budgeted service) to attract new paying subscribers. “The $4.99 per-month offer will give
subscribers access to 120 million music tracks without having to listen to ads. Its $9.99
premium subscription, rebranded as SoundCloud Go+, offers 150 million tracks, with new
features to be announced this year.”
Statistics:
• 2016 revenue: $27.9 million
• Lost $55 million in 2015
• 175 million monthly users
• 10 million SoundCloud music creators
• Paying subscribers not sated
• SoundCloud Pro: $7/month; Pro Unlimited: $15/month
Tidal
TIDAL is a global music and entertainment platform that brings artists and fans together
through unique music and content experiences and is currently available in 52 countries.
TIDAL has over 48.5 million songs in their catalog and over 175,000 high quality videos.
TIDAL provides a 30-day free trial period to all new customers on both subscription tiers. In
January 2017, Jay-Z sold 33% of TIDAL to Sprint, signaling his possible exit from the
company in the future.
Jay-Z has enlisted the help of top individuals in the music industry to promote TIDAL. His
#TIDALforALL campaign video featured Kanye West, Daft Punk, Rihanna, Usher, Arcade Fire,
Calvin Harris, Nicki Minaj, and Madonna. Although Jay-Z has big reach in the industry, he
has struggled to keep TIDAL competitive with the likes of Spotify and Apple Music. TIDAL’s
largest sales came with Kanye West’s exclusive album release on the platform. However,
after disputes, Kanye has parted ways with TIDAL after stating that Jay-Z owed him money.
Statistics:
• Available in 52 countries
• Over 48.5 million songs and over 175,000 high quality videos.
• Doubled losses in 2015 to $28 million
• 3 million subscribers (1.35m HiFi subscribers)
• Regular tier platform: $9.99; HiFi: $19.99
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7. MILLENNIALS
• More than 75% of millennials use music streaming services around the world. Music
streaming services are convenient and allow for the discovery of new music.
- Global Web Index
GOAL AND STRATEGY
Influencer Marketing, Digital Marketing, College Campus Programs, Brand Partnerships, and
Brand Activations
TIMELINE OF CAMPAIGN
SOCIAL MEDIA
• Pandora’s collective social media following is significantly lower than its target
competitors of Spotify and Apple Music. We aim to revamp Pandora’s social media
presence on Facebook, Twitter, Instagram, and Snapchat throughout this campaign.
INFLUENCER MARKETING
DIGITAL INFLUENCERS
Tier 1
• Becca Tilley- Former Bachelor contestant who is now a lifestyle, beauty, and fashion
influencer.
• Matthew Espinosa- Digital star whose fame started with the app Vine. He now is a multi-
platform top influencer for ages 13-24.
• Bailee Madison- Model and actress based in Los Angeles, CA.
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8. Tier 2
• Hannah Bronfman- DJ and founder of HBFIT, a domain of all things fitness, lifestyle, and
beauty.
• Mary Seng- Lifestyle, travel and fashion blogger based in Nashville, TN.
Tier 3
• Claudia Valentina- Singer/Songwriter from Los Angeles, CA.
• Akin Akman- SoulCycle Master Instructor and owner of Akin’s Army based in New York,
NY.
• Samm Janrisch- College student at San Diego State University. Gained a loyal following
based on her lifestyle and adventurous Instagram posts.
• Viktoria Dahlberg- Lifestyle and fashion blogged based in Brooklyn, NY.
INFLUENCER CAMPAIGN STRATEGY
Objectives:
• To promote the overall Pandora, #FindYourMusic campaign
• To generate buzz about Pandora pop-up activations
• To promote the Pandora Music Festival
• To create shareable and interactive moments
Social Media Requirements:
• Influencers will post one (1) Instagram leading up to festival with Pandora Activation using
hashtags, #FindYourMusic, #PandoraFestival, #YourPandora and tagging @Pandora
• Influencers will create two (2) Instagrams of either a static image, video or Boomerang and
share natively to Twitter and Facebook (where applicable) at event
DIGITAL MARKETING
PANDORA PARTNERS WITH SNAPCHAT
Why Snapchat?
• Snapchat as an advertising tool is extremely successful because of its strong reach to
millennials. There are 166 million average daily Snapchat users around the world who
spend an average of over 30 minutes per day using the app. Millennials make up the
largest part of Snapchat's United States user base. As a result, Snapchat advertising
reaches 41% of all millennials in the U.S.
• Snapchat allows a brand to connect with consumers on the individual level due to the
ability for consumers to play with ads on Snapchat when they usually disregard them
otherwise. Snapchat's ability to connect with consumers aligns with Pandora's unique
capability of providing personalized experiences.
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9. Goal and Strategy
• Our goal is to increase Pandora's relevancy through social engagement by revamping
Pandora's Snapchat presence and building awareness and interest of the brand.
Snapchat will be used to reiterate Pandora's ability of personalizing users' music
experiences.
• This will be done through two tactics, #FindYourMusic on Snapchat and Pandora-
Sponsored Geofilters.
#FINDYOURMUSIC ON SNAPCHAT
Goal
• The objectives of the #FindYourMusic on Snapchat campaign are to engage consumers in
an entertaining and creative way, promote the Pandora brand and its partnered-artists,
and increase Pandora's social presence and millennial following on Snapchat.
Strategy
• Billboards around large cities in accessible places, such as subway/train/bus stations, will
contain Pandora's unique Snapcode. The Snapcode, when snapped, will add Pandora as
a friend. This will be used to promote Pandora's new, revamped Snapchat Story that will
contain exclusive content, such as partnered-artist interviews, behind-the-scenes videos,
"unplugged" artist sessions, celebrity/influencer takeover, surprise discount codes, and
the chance to win prizes such as a Pandora Premium one-year free subscription or free
tickets to Pandora Festival.
PANDORA-SPONSORED GEOFILTERS
Goal
• Pandora-Sponsored Geofilters present at Pandora’s dispersed activations will foster
Pandora's social engagement with participants, connect all the activations to its common
goal, and build excitement and awareness for the Pandora brand and future sponsored-
events.
Strategy
• Geofilters incorporating Pandora's logo, location-based event name, and headline "I
Found My Music," are able to be shared by individuals present at the activations. The
Geofilters will spread recognition about each event to those not present, encouraging
others to attend Pandora-sponsored events or simply creating interest in Pandora.
• Influencers at each event will share their experiences using these Geofilters as their
Snapchat Stories, stimulating interest by their followers.
#FINDYOURMUSICWITH CAMPAIGN
The Pandora brand stemmed from the slogan, "Find the music you love. Let the music you
love find you." In order to utilize Pandora's best qualities, the brand needs to go back to its
roots.
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10. The #FINDYOURMUSICWITH campaign aims to emphasize the distinct quality that Pandora
prides itself on, which is that the smaller artists are also incredibly important. Teaming up
with Pandora's featured artists, the brand will give listeners a one of a kind personalized
experience. Some of today's top artists will pair up with developing artists of similar sounds
in order to curate a special and exclusive playlist.
Ex: #FINDYOURMUSICWITHZARALARSSON
• Playlist created specially for you by Zara Larsson; artists may include:
• Dua Lipa
• Bebe Rexha
• Anne-Marie
• Hailee Steinfeld
• Tove Lo
• Daya
• Alessia Cara
COLLEGE CAMPUS PROGRAM: PANDORA ON CAMPUS
WHO ARE “PANDORA’BASSADORS?”
People who love music, more specifically Pandora, and want to get more involved on their
college campus.
WHERE ARE “PANDORA’BASSADORS” LOCATED?
The following college campuses: Michigan, Tulane, Boston University, University of Florida,
Ithaca College, UCLA, USC, UT, Vanderbilt, Indiana, Maryland, and Wisconsin.
WHAT DO “PANDORA’BASSADORS” GET IN RETURN?
They will brainstorm with Pandora’s marketing team on new ideas and initiatives, and they
will be incentivized through networking opportunities, 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
The estimated budget for the “Pandora’bassador” program is $2,000.
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11. BRAND PARTNERSHIPS
SAMSUNG 837 X PANDORA
DAYA CONCERT
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. In 2016, DAYA gave a performance at Pandora’s 'Summer Crush' which “advances
Pandora’s focus on helping artists grow their careers.” Her already established connection
with the brand is beneficial as she can say a few words on how Pandora has advanced her
career at the event.
Concert-goers will be incentivized to hashtag #FindYourMusic on social media with the
opportunity of winning a full year subscription to Pandora Premium. Three individuals who
use the hashtag at the event will be randomly selected for this prize. There will also be a
'Pandora Wall' (like at AOL Build) where concertgoers and influencers will be encouraged to
create shareable content.
The targeted demographic for the event is millennials (ages 21-30). There is an expected
attendance (based on previous Samsung events) of approximately 400-700 individuals with
80 main-stage.
Promotional efforts will be put in place to create excitement surrounding the concert. A
street team will be enlisted to pass flyers around NYC and there will be promotion on
Samsung 837's website. DAYA will also do her own outreach on Instagram where she has
465K followers.
Coverage of the event will be executed by paid and earned media. Refinery 29 will be
pitched to cover the event along with earned media through concert-goers own social media
platforms and the content of the collaborating influencers (Bailee Madison, Hannah
Bronfman, and Viktoria Dahlberg). There will be VIP experiences put in place for influencers
to get them excited to post including backstage access, access to DAYA, and Samsung
swag.
The budget will be around $300,000, which includes the costs for talent, influencers,
security, caterers, and travel.
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12. BRAND ACTIVATIONS
POP-UP ACTIVATIONS AT FESTIVALS
Pandora will host Silent Discos as pop-up activations at various music festivals. The goal is
to promote Pandora by giving consumers both a personalized and memorable experience. A
Silent Disco is a unique music event in which participants wear headphones to hear the
music. The Silent Disco tent is silent, yet guests are engaged in a energetic, musical
atmosphere. This event relates to Pandora's personalization of music because participants
are able to alternate between various channels, which will be Pandora-curated music
playlists. This distinct way of experiencing music will leave a mark on its participants.
Strategy
• Festival-goers can walk into Pandora's Silent Disco tent and be given headphones they
can control on their own. The channels offered will be Pandora-curated playlists based off
of the festival artists and will feature related songs, genres, and artists.
• Guests will have access to multiple channels and can control their playlist, aligning with
Pandora's personalized listening experience.
• There will be a Boomerang photo booth, which will take looped short videos of
participants, who will be encouraged to share them on various social media channels.
Swag
• The first 100 people to participate in the Silent Disco will receive Pandora earphones, and
the next 200 will receive Pandora water bottles.
Promotional Efforts
• Silent Disco will be promoted on Pandora's social media channels (Instagram, Snapchat,
Twitter, and Facebook). Pandora will also send out emails a week before activations to its
users, informing them about the tents at the festival. Influencers will share excitement on
social media about the event before they attend.
Estimated Budget
• The estimated budget is $500,000 per festival, which includes: Pandora cost of entry to
festival, tent and equipment, boomerang photo booth, influencers
SXSW, Sunfest, Coachella, Made In America, Lollapalooza, Bonnaroo
• The Silent Discos will be featured at each one of these festivals as a pop-up event. Based
on the regions they are held in and the amount of festival-goers (28K - 175K), this will
allow the Pandora activations to spread nationwide.
• Therefore, placing this type of activation at a music festival will further draw in our target
audience— millennials who are constantly streaming music.
• Pandora already has a previous sponsorship with SXSW concert, and they will continue to
sponsor their events going forward.
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13. FIND YOUR MUSIC FESTIVAL
The Find Your Music Festival is unlike any other music experience. This personalized concert
brings the artists back to their roots by performing their first original singles and reminding
the listeners why they fell in love with the artist in the first place. The concert aims to
eliminate performances of all the mainstream singles heard on repeat. Therefore, this will
occur in an effort to provide a unique, personal, and intimate concert experience like no
other for both the musicians and concert-goers alike.
Many music festivals take place in the spring and summer months, so by hosting Find Your
Music during the winter season not only sets the festival apart from the numerous others but
also personalizes the experience strictly to the Pandora brand.
Breaking away from the norm, Pandora will host Find Your Music in closed quarters, at
Beacon Theatre in New York, NY on January 12th, 2019.
FIND YOUR MUSIC FESTIVAL
Saturday, January 12th, 2019
Beacon Theatre - New York City
Headliners:
Lorde, Fifth Harmony, Shawn Mendes
Additional performances by:
Bryson Tiller, Daya, Austin Mahone, HAIM, Jess Glynne, MO, Foxes,Travis Scott, Vic Mensa,
Khalid, Tyler the Creator, 6LACK, SZA, Vince Staples, Cheat Codes, LANY, Kiiara, James
Blake, Kirstin Maldonado, Betty Who, Smallpools, Bleachers, Foals, Maggie Rogers
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14. PRESS
MEDIA COVERAGE
• Partner with brands, such as DIFF Eyewear, Goop, S'well, Glossier, and Yuni to send to
media and social media influencers "festival emergency kits" we want to cover the Find
Your Music Festival.
• These brands have a millennial following, and they often engage in brand partnerships.
• The S'well water bottle will have the Pandora logo printed on it, as well as the portable fan
and charger.
• We will reach out to numerous journalists across national media outlets. For example,
Morgan Baila and Sara Midkiff are both music writers at Refinery29 and have written about
Panorama Music Festival in the past. Likewise, Sage Young is a lifestyle and music writer
at Bustle, and she recently wrote about a Backstreet Boys performance. Likewise, Corey
Teich and Lior Phillips have written reviews for music festivals and have also discussed
brand sponsorships.
BUDGET
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.
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15. SOURCES
https://vimeo.com/128077741
http://www.adweek.com/brand-marketing/brand-day-if-you-bush-pandora-you-could-get-
free-one-one-concert-160780/
https://www.forbes.com/sites/jenniferrooney/2015/08/03/pandora-launches-its-biggest-
brand-marketing-effort-in-10-years/#6f8375a41b6b
http://www.adweek.com/creativity/spotify-builds-more-funny-ads-around-user-data-this-
time-saluting-goofy-playlist-names/
https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/
hughmcintyre/2017/03/03/spotify-officially-hits-50-million-paying-subscribers/
&refURL=https://www.google.com/&referrer=https://www.google.com/
https://press.spotify.com/us/about/
http://www.adweek.com/agencyspy/taylor-swift-shows-how-apple-music-is-distractingly-
good/105807
https://www.theverge.com/2017/3/25/15056856/drake-more-life-apple-music-jimmy-iovine-
streaming-numbers
https://www.recode.net/2017/6/5/15740956/apple-music-subscribers-new-27-million
https://9to5mac.com/2017/03/29/apple-music-mobile-users-compared-to-spotify/
http://www.foxbusiness.com/features/2017/02/28/soundcloud-launches-budget-plan-to-
attract-paying-subscribers.html
http://support.tidal.com/hc/en-us/articles/115003663805-Sprint-offer
https://www.snapchat.com/on-demand
https://storage.googleapis.com/snapchat-web/3v/snapshots/pdf/
Vans_SnapchatSuccessStory.pdf
http://blog.globalwebindex.net/chart-of-the-day/3-in-4-millennials-using-music-streaming-
services/
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