Overview:

• Generate brand awareness
• Influence purchase intent

Background:

Truvia®, the maker of sweeteners that serve as healthy sugar alternatives, came to Pandora with a goal to drive awareness of their new honey alternative, Truvia Nectar. They wanted to maximize exposure of their quality video ad creative with a high impact execution would also reach those who matter most to the brand.

Objective:

Truvia came to Pandora as a strategic media partner to help:

1. Drive brand awareness for Truvia Nectar among a qualified audience
2. Engage Pandora listeners through high impact media executions
3. Ultimately influence consumer purchase intent

The Opportunity:

Pandora’s uncluttered environment is the ideal place for creative media executions to shine, and with ad products that create a positive experience between a brand and the potential customer, Pandora guaranteed that Truvia would reach their goals of engaging potential customers and influencing future purchase decisions. To help ensure that Truvia’s campaign was optimized to deliver their message to only the most qualified audience, Pandora leaned on a suite of advanced data and targeting solutions.

Pandora Solution:

Pandora designed a campaign that spoke to an audience that mattered and generated engagement through high impact media executions.

Leveraging opt-ins from Truvia’s prior Sponsored Listening campaign on Pandora, the brand was able to to build a fresh, custom Behavioral Lookalike audience to target against. This advanced audience targeting segment allowed Truvia Nectar to reach five million more unique listeners who were previously undiscovered by Truvia.

To entice listener engagement, Truvia activated Pandora’s brand-positive Sponsored Listening experience, incentivizing the Behavioral Lookalike audience to interact with a Truvia Nectar video ad for at least 15 seconds in order to unlock one hour of uninterrupted listening. During that listening experience, Truvia received 100% share of voice to drive awareness and maximize impact of the new Truvia Nectar product.

Results:

Pandora was able to meet Truvia’s campaign objectives of generating massive awareness and engagement for their new Truvia Nectar product. Overall, the campaign had a 6.6% engagement rate, exceeding Pandora’s CPG benchmark by 120%.[1] With sophisticated targeting technology and Sponsored Listening, Truvia was able to foster an intimate relationship with listeners through persistent branding for an average time spent listening of 44 minutes per user, again exceeding benchmarks by 19%.[1]

Testimonial:

“Truvia is always looking to break through and reach target consumers in innovative ways. We were excited to double-down on Sponsored Listening, renewing a prior campaign and activating Pandora’s Behavioral Lookalike solution to reach a premium audience we couldn’t find anywhere else”
Truvia Nectar Brand Manager

[1] Pandora Internal Metrics