Just Hit Play

Challenge: Pandora has lost many customers to Spotify and Apple Music which offer better premium versions and customization options (i.e., playlist customization).

Opportunity: Pandora is still the best online radio for those who don’t care to make their own playlists and queue up songs for hours. What’s more, Pandora’s “The Genome Project” has the best algorithm among all music streaming platforms that uses over 400 attributes to describe, organize, and categorize music. This means that Pandora can pick your next favorite song better than any other platform and serve you new music that caters exactly to your taste all day long.

Target Segment:

1. New Music Seekers: People who want to discover new music based on what they already like.

   • 49% of people discover new music on the radio

2. Passive Listeners: People who want to put a song on and walk away.

   • 35% of listeners want playlists based on a mood (i.e., Weekday mood themes)

   • 28% of listeners look for what is popular (i.e., Trending playlists)

Objective: Revamp the inconsistent brand image and make Pandora the primary streaming platform of those described in the target market. In other words, penetrate the market for freemium users among music streaming platforms who don’t care to customize playlists and like to have full control of the music streaming.

Campaign: “Just Hit Play”

Find the full campaign slide deck here.

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