Personalizing your Pandora experience on Sonos

Pandora was the first streaming service in the US to integrate with premium speaker brand, Sonos. However, without the on-demand subscription service, Pandora began to lose share of audiophile ear to new competitors on the platform.

Rather than simply extending Premium support, Pandora overhauled its Sonos experience. Now listeners could fully personalize their home music experience by selecting from three tiers (free and paid) of service and controlling their tunes from the Sonos app, Pandora mobile app and Amazon Alexa’s voice service.

Objective

Drive Premium trials and improve product perception from new or lapsed Pandora-Sonos listeners

Strategy

I positioned Pandora as the most personalized listening experience for Sonos and led the launch of a co-branded campaign timed for Black Friday shopping.

Results

Trial redemption exceeded forecast by 25% and received positive press coverage in 30+ articles.

Execution

I managed internal creative and PR teams as well as collaborations with Sonos teams for all launch materials:

• Joint press release and blog post announcing Premium support and new control features

• Co-branded landing page, dedicated emails and paid social promotion with an extended free trial

• Sonos in-store promotion (New York flagship) with employee education, listening room inclusion and extended trial distribution

• Pandora in-app educational tool tips for direct control