Holiday Hits Different

Pandora Winter 2020 Brand Campaign

With the country sheltering at home from the COVID-19 pandemic, Pandora acknowledged that the Holiday Hits Different this year. We all may have been celebrating differently, but music and new contextual Modes on Pandora’s Holiday Hits Radio helped sustain the spirit of the season. (With a little Zoom cameo from Sia!)

The campaign expanded across multiple verticals from TV spots across broadcast and targeted networks, to custom in-show integrations, to digital and social.

Listening on Holiday Hits Radio erupted, with a +340% increase from the previous year. The campaign also increased Brand Affinity amongst surveyed participants by 6 points, and Recommendation Intent by 7 points (control vs. exposed).

Media: TV, Social, Digital, Broadcast Integrations (Jimmy Kimmel - ABC, Best Christmas Ever - AMC)

Project Responsibilities:
Briefed in campaign and built strategy with media agency
Primary point-of-contact and collaborator with Creative Strategy, Studio and Production.
Contributed to research and measurement plan
(Media Agency: Horizon Media, Creative: Internal Pandora + PrettyBird)