PANDORA Engages Male Gift Givers with Mobile Valentine’s Day Campaign

Goal

Reach potential male customers around key dates, including Super Bowl Sunday.

Summary

Identifying a Key Audience

PANDORA, and their North America agency GKV, created a mobile a campaign targeting male gift givers who would be considering unique presents for their significant other on Valentine’s Day. The creative featured the theme, “Create a Valentine’s Gift in Minutes.”

Super Bowl Takeover

PANDORA ran a heavy up on Super Bowl Sunday, placing ads on mobile sites and apps that would likely reach men while they were browsing between plays. The campaign also ran on mobile sites and apps every Sunday in January leading up to the big game.

Targeting Males

To maximize the reach of the campaign, the ads additionally ran in the Millennial Media “Male Channel,” featuring categories such as weather, entertainment and games.

RESULTS

• Of the consumers who visited the Gift Advisor, 14% engaged with the ads and browsed the questions, 8.5% answered at least one question and 6% answered multiple questions. In total, over 2,000 people used the mobile experience to create complete gift lists.
• The heavy up on Super Bowl Sunday drove over 17X the number of clicks as the average for the previous 16 days.

“PANDORA didn’t have $3.5MM to spend on a :30 second Super Bowl spot, but we wanted to reach this male audience leading up to Valentine’s Day. Mobile seemed like a natural solution, since 86% of our target is using their mobile phone while watching TV.”

Angel Ilagan – Vice President, Marketing, PANDORA North America