“That’s My S*#%”
To celebrate its new personalized radio station feature Thumbprint Radio, music streaming app Pandora enlisted the help of Collectively to find the perfect mix of social influencers to bring to life the moment of pure joy when you hear your favorite jam.
The Pandora marketing team wanted an eclectic mix of videos not only to build buzz among the hyper-engaged audiences of the young millennial and Gen Z influencers, but also to leverage the assets for their paid media programming and for a UGC promotion to drive downloads.
We constructed a two-part video and social influencer program where collaborators shared their impulsive dance moments, later maximizing conversation by calling on their followers to submit their own "That's My $*#%" moments on social media.
- 27MM Earned Media Reach
- 1.8% Engagement Rate
- 18% View Rate