Objective:

Launch a fresh brand approach to promote Pandora’s drastically revamped app — introducing to consumers new ways to access personalized music & content recommendations.

Role:

Brand and Media lead. Primary point of contact with creative studio and media agencies. (Creative: Pandora Internal)

Strategy:

To reintroduce and combat out-dated perceptions of the brand, we went bigger and bolder than we had done in years.

We acknowledged (with a wink) pain points that we learned through focus groups and testing: that consumers just wanted to play the song they wanted, no fuss. And we exhausted a variety of media channels to spread the good word: Pandora is all-new, all you.

Results:

+6% lift in new app sign-ups