Background:

With back-to-school shopping around the corner, HP, a technology company, sought unique, engaging units to demonstrate their inking capabilities and drive purchase intent for the Spectre and Envy notebooks among Gen Zs and Millennials.

Objective:

HP came to Pandora with the following objectives:

• Drive consideration and purchase intent among Gen-Z and Millennials
• Highlight HP’s new Inking pen to differentiate their premium notebook solution from competitors
• Create first-to-market, rich media units that fully immerse users in HP’s inking capabilities

The Opportunity:

Pandora’s engagement-based-reward products were a natural fit for engaging HP’s target demo. Sponsored Listening, an engagement-based solution where users can engage with a brand video or rich media ad for 15 seconds in exchange for an hour of uninterrupted listening, particularly resonates with younger demographics. In fact, engagement rates among 13-17-year-olds are 41% higher than Pandora’s overall Sponsored Listening benchmarks*.

Pandora Solution:

HP partnered with Pandora’s creative team to create a custom Sponsored Listening activity that took advantage of the interactive features of the phone’s touchscreen. To demonstrate the unique capabilities of the HP inking pen, users could draw the outline of a guitar on the mobile phone to unlock an hour of uninterrupted listening.

After the rich media activity, listeners further engage with HP’s messaging during and after the reward hour with added value units that further amplify HP’s message.

Results:

The Sponsored Listening custom rich media unit resonated with the Gen-Z and Millennial audiences, driving a 3.98% engagement rate and a 90% rich media completion rate, exceeding Pandora benchmarks**.

The brand impact was clear from the Millward Brown brand study results. The HP Back to School campaign drove significant lifts in purchase intent and a directional lift in brand awareness. With Pandora’s Sponsored Listening product, HP drove:

• 34% lift in purchase intent***, exceeding Millward Brown’s benchmarks by 750%!****
• 44% increase in brand awareness, 87% lift in ad awareness, 55% in inking capability association among A18-20 year-olds*****

Testimonial:

“We authentically reached consumers during moments that they were most receptive to our message with Pandora’s engagement-based solution, Sponsored Listening. Partnering with Pandora and their design team allowed us to create an engaging, first-to-market unit to showcase the functionality of Windows Ink and HP pen technology.”
– Emily Ketchen, Regional Head of Marketing Services & Personal Systems Marketing, Americas, HP

 

 

^{Sources:
*Pandora Internal Metrics, March 2018
**Internal Pandora Metrics; August-September 2017
***Millward Brown Digital Brand Study Aug. – Sept. 2017; Among total audience (A18-24)
****Millward Brown Benchmark Sept. 2017; Among all campaigns measured on Pandora in the Electronics category;
*****Millward Brown Digital Brand Study Aug. – Sept. 2017; Among A18-20d}