Say it with a song
Apple revolutionized American mobile chat its proprietary app, iMessage. Pandora revolutionized American music with the first free streaming app for iPhone. Both apps were wildly popular, but the first-to-market advantage didn’t last. iMessage was soon competing with SnapChat and Instagram for rich media conversations. Pandora was personified as “the nerdy librarian” when compared to Spotify or Soundcloud.
In 2016, Apple responded by allowing third-parties to create extensions into iMessage. Users could now pull content from a different app without leaving the chat. And Pandora believed music could make conversation richer. With its iMessage extension, listeners could better express themselves via free samples and album artwork directly in their chat.
Objectives
Improve brand perception among younger iPhone listeners and drive use of Pandora via extension feature
Strategy
Using industry relationships and listener data, the cross-functional team and I created an awareness campaign showcasing the feature functionality with relevant songs/artwork from hot, up-and-coming artists.
Results
Drove 33% lift in expected feature use and 4% lift in brand consideration for listeners exposed to the campaign. Received positive press coverage.
Execution
Paid social and video campaign targeting iPhone users based on demographics and known music preferences
Dedicated email to iPhone users with stations from campaign artists
App Store feature placement for iMessage extension launch