Best Music Online Campaign

Skechers Performance Division, a global footwear leader, desired a consumer-relevant program focused on:

1. Driving awareness with their target demographic: adults 18+
2. Increasing consumer time spent with the brand
3. Building an engaged audience

Because music is an integral passion point for runners, Skechers Performance leveraged Pandora’s strong reach among mobile consumers. The campaign consisted of six Mixtape stations, featuring hand-selected songs by Pandora’s Curation Team based on beats-per-minute to suit various training needs: Full Marathon, Half Marathon, 10k, 5k, Intervals and Warm Up/Cool Down. Custom in-station ads provided motivational running tips that runners re-engaged with during sessions.

Pandora’s sophisticated targeting capabilities ensured that all driving media reached only the target audience. Display and audio ads were used across web, mobile and tablet to reinforce the brand, raise station awareness and drive station adds.

• Nearly 190,000 listeners added a Training Station – representing over 8x the number of Twitter overall brand followers.
• Listeners tuned in for over 151,000 hours – the equivalent of 17.3 years spent with the stations and brand.
• Listening varied by station: listeners of the Full Marathon Station tuned in for an average 103 min/user; listeners of the 5k Station tuned in for an average 37 min/user.

The campaign was contextually relevant by communicating the brand’s message and providing value to the right people at the right time: training stations to listeners on training runs. Beyond achieving the goals of increasing brand awareness and consumer time spent, this campaign built an engaged audience for the Skechers Performance Division.

Contributors:

SVP Strategic Solutions, Pandora:	Heidi Browning
Sales Executive, Pandora:	Tara Swanson
Executive Director PR, Skechers USA Inc.:	Jolene Abbott

PANDORA

Location: United States