Telecommunications Company Pandora Partnership

A national telecommunications company was seeking innovative ways to reach potential customers in their target markets. They had established a strong presence through traditional media channels but wanted to explore digital audio opportunities to connect with younger audiences and tech-savvy consumers who were increasingly difficult to reach through conventional advertising.

The telecommunications market is highly competitive, with consumers constantly bombarded by messaging from multiple providers. The client needed a strategy that would cut through the noise and create meaningful engagement with potential customers, particularly those who might be considering switching service providers. Additionally, they needed precise geographic targeting to focus on areas where their services were available, avoiding wasted impressions in non-serviceable regions.

Cooper-Smith identified Pandora as an ideal platform partner, given its strong user base among the client's target demographic and sophisticated targeting capabilities. We developed a multi-faceted strategy leveraging Pandora's various ad formats and audience segmentation tools. The approach included audio ads to build awareness, display ads for visual reinforcement, and branded stations to create deeper engagement with the brand. Geo-targeting was implemented to focus exclusively on the client's service areas, and audience targeting focused on likely telecommunications switchers based on behavioral data.

The campaign was implemented in phases, beginning with awareness-building audio spots that highlighted the telecommunications company's unique selling propositions. These were supplemented with synchronized display ads that reinforced key messages visually. For deeper engagement, we created custom-branded Pandora stations featuring playlists that aligned with the brand's personality and resonated with target audience preferences. The campaign included special promotional offers exclusive to Pandora listeners, providing a clear call to action and allowing for precise tracking of campaign effectiveness. Advanced analytics were implemented to monitor performance in real-time, allowing for optimization throughout the campaign period.

The Pandora partnership delivered exceptional results across key performance indicators. The campaign reached over 2.3 million unique listeners within the client's target geographic markets, achieving a frequency of 5.4 exposures per listener. Engagement metrics exceeded industry benchmarks, with audio completion rates of 92% compared to the 85% benchmark. Click-through rates on companion display ads were 0.62%, significantly higher than the telecommunications industry average of 0.38%. Most importantly, the client saw a 28% increase in website traffic from campaign regions and a 17% lift in new customer acquisitions that could be attributed to the Pandora campaign through promotional code redemptions. The cost per acquisition through this channel was 22% lower than the client's overall marketing average, demonstrating the efficiency of the targeted approach.