Discover the Sound that Moves You

Pandora Spring 2019 Brand Campaign

Following our brand narrative (Sound On) launch at the end of 2018, Pandora debuted its spring campaign. The new season lent itself to our central theme of discovery: one of our strongest product proof points. With the weather warming and folks venturing outside again, both our creative and media strategy incorporated elements of the outdoors. Pandora painted the town in bright colors — literally — with interactive murals by local artists, and partnerships with to-do sites like Thrillist. Accompanying some of the hottest artists of spring, we also captured lifestyle imagery that reflected the energy of the season.

The campaign yielded across-the-board improvements in brand attributes: relevance grew 15 percentage points, trust increased 9 points, and favorability rose 5 points.

Media: AVOD/OTT, Social, Digital, Out-of-Home, Audio, Influencer, Street Murals

Project responsibilities:
Media strategist for overall plan
Owned relationship with our OOH and digital/social media agencies
Primary point-of-contact for Artist Relations, Creative Strategy and Studio
Consulted on influencer and street murals strategy
Contributed to research and measurement plan