ABOUT

My role was publicity and in collaborating with Pandora PR and Brand Marketing executives on garnering national coverage for not only the "Be You" campaign itself, but also the creative production talent who produced the project and brought the television spots to life.

Project Concept: The music streaming platform desperately needed a refresh—something to make the brand relevant again. Pandora responded with a 360 campaign that combined humor with attitude and a bit of bold language. The new Pandora relayed the message that it is bigger, better, and most importantly, helps you "be you."

Three national TV spots were produced for this campaign showcasing how Pandora helps people be unapologetically themselves in each ad, "Morning," "Afternoon," and "Night." They were directed by Tool's Paul Briganti, edited by Spot Welders' Catherine Bull, and colored & finished by SHIPPING+HANDLING.

Execution: My production and talent clients expressed a lot of joy on the work they produced for Pandora and we felt the campaign deserved a great press push. Always conscientious of the fact that there are a lot of key players and creative heads involved, I feel it's important to work as a collaborative team and make sure the focus is a well-rounded one. Therefore, I reached out and worked directly with Pandora's PR Director and VP of Brand Marketing, Creative and Communications to strategize, craft, supplement, and implement a PR campaign that would generate more results than a traditional press outreach plan. My press strategy ideas wowed them - I had suggested story ideas and outlets that they hadn't considered yet. The creative and technical aspects of a project are always, from a story readership perspective, interesting and engaging to audiences. So we made sure we offered interviews with the creatives on how the spots were made and what the campaign entailed, and this supported in bigger stories and coverage. Carefully going out to media beforehand with embargo news proved in our favor, too, because the "Be You" campaign's launch date, there was a beautiful windfall of press on the big day!

Result: The campaign garnered national coverage in all the major trade press and business outlets like Fast Company, AdAge, Clio Awards Muse, The Drum, LBB, Shots, Shoot Online, and more! Additionally, As part of Pandora’s “Be You” campaign, “Afternoon” in particular hit it big, landing on top as the funniest ad of 2019. The spots overall resulted in 54% of all viewers showing positive purchase intent for Pandora.