At Studio Resonate, Pandora’s audio-first creative consultancy, I served as the team’s Associate Creative Director overseeing Dynamic Audio. This innovative tool gives advertisers the ability to customize each ad for each listener in real time, based on Pandora’s listener data. Here are a few select spots from larger campaigns I shepherded from concept to flight.
Samsung Galaxy S10
Opportunity | Samsung was looking to explore audio customization for their new Galaxy S10. Their targets were Gen-Z and Hispanic listeners, and they felt strongly about using gaming or health/fitness to deliver the message.
Our thinking | We anchored the creative in a video game scenario – deploying data signals that spoke to the phone’s features. Leveraging aspects of the real world paralleled streaming a virtual one.
Data signal(s) | Weather [sunny/rainy/cloudy/snowy] • Location by city/DMA • Time of day [morning/midday/afternoon/evening/late night]
Rowenta
Opportunity | Rowenta, a German-born steam and technology brand, wasn’t playing in the audio space, but had aspirations of leveling-up with a sound of their own.
Our thinking | We wanted to illustrate how steam can be a secret weapon for getting through the week. So we anchored the script in day-part and day-of-week data signals – telling different stories based on time and day. On the creative end, we gave the brand a [literal] voice: a wrinkly, loudmouth shirt who wasn’t afraid to call out his owner.
Results | According to a Millard Brown brand study, the campaign drove increases in message association, brand favorability, and purchase intent – garnering 4.5M unique impressions. The campaign also did a good job of targeting individuals who displayed intent to purchase an iron or steamer for garment care.
Data signal(s) | Day of the week [weekday/weekend] • Time of day [morning/afternoon/evening]
McDonald’s
Opportunity | Using customized audio, McDonald’s wanted to remind consumers their breakfast options are delicious and convenient. Their umbrella message: stop settling for sub-par breakfast and choose a freshly-prepared breakfast at McDonald’s.
Our thinking | We developed a script targeting on-the-go, hustle-driven trendsetters – enticing them to choose McDonald’s for breakfast to round out the perfect morning. We deployed music genre to contextualize the spots – using beds similar to something the listener might be enjoying at the time. We also featured breakfast items rotated randomly (for variety). Leveraging time-of-day and day-of-week messages, we could drive listeners to make the most for their morning or plan for breakfast tomorrow. Because although breakfast items are available all day, we sought to “own the morning.”
Data signal(s) | Music genre [pop/alternative/country/eighties/Latin/hip-hop] • Day of the week [Mon-Sun] • Custom breakfast item variant [ Egg McMuffin/Sausage McMuffin with Egg] • Time of day [morning/afternoon/evening]
Orkin
Opportunity | There are 20,000 pest control companies in the U.S., and Orkin wanted to use customized audio to stand out among them.
Our thinking | We used a fictional “weather personality” to leverage local data like weather, day of the week, time of day, and location. Speaking to Orkin’s utility, we also created a custom signal that spotlit different pests.
Data signal(s) | Time of day [morning/afternoon/evening] • Weather [sunny/rainy/cloudy/snowy] • Custom insect variant [mosquitos/termites/general pests] • Day of the week [weekday/weekend] • Location by state
Coca-Cola Gold Peak
Opportunity | Coca-Cola wanted us to help them position Gold Peak as the target's go-to release from life's chaos; synonymous with the comforting feeling of modern-day home.
Our thinking | We developed a strategy comprised of dynamic triggers that personalized the comforting feeling Gold Peak provides throughout the day. Any time, anywhere, Gold Peak can help you feel at-home.
Data signal(s) | Weather [sunny/rainy/cloudy/snowy] • Time of day [morning/afternoon/evening] • Day of the week [Mon-Sun]
![Opportunity | In the springtime, Johnsonville encourages people [who have suffered through winter] to grill brats as soon as the weather improves. But many people don't realize the company also make breakfast sausage. The simplest message to communi…](https://images.squarespace-cdn.com/content/v1/52d5713ce4b0d4a5bfc9f698/1586745475850-OWQVKQJQVPCG60GMWX0S/Screen+Shot+2020-04-09+at+5.35.26+PM.png)
Opportunity | In the springtime, Johnsonville encourages people [who have suffered through winter] to grill brats as soon as the weather improves. But many people don't realize the company also make breakfast sausage. The simplest message to communicate: Johnsonville makes delicious sausage for grilling, plus fantastic breakfast sausage.
Our thinking | Strategically , we wanted to communicate that Johnsonville made sausages for any occasion – rain or shine, year-round. When the weather’s good for grilling, fire it up. When the weather’s crummy, reach for the breakfast sausages. Upcoming holiday? There’s a sausage for that, too. Covering our bases, we built a few custom data signals to ensure sausages were always top-of-mind.
Data signal(s) | Custom local weather signal = Location by DMA + Temperature + Weather (copy changes according to each DMA's low trigger temperature threshold) • Custom holiday countdown = Calls our promos in the weeks leading up to Mother's Day and Easter
Opportunity | Infuse KitKat with meaning by tapping onto the break occasion (when we pause), beyond the eating occasion (when we eat it).
Our thinking | We built a campaign rooted in the relationship between consumers and KitKat – leveraging the association with an emotional need and the eating ritual (breaking off a piece). Since Dynamic Audio taps into small moments in the listener’s experience, we could be specific – noting lesser-known break opportunities. Therefore, any moment can be a moment to pause and enjoy a KitKat.
Data signal(s) | Time of day [morning/midday/afternoon/evening/late night] • Weather [sunny/rainy/cloudy/snowy] • Day of the week [Mon-Sun]
Opportunity | In 2019, MasterCard launched a comprehensive sonic identity, which was present in marketing materials, tent-pole events, and point-of-sale. The company looked to partners to help drive consumer awareness and build association with the new MasterCard sonic brand.
Our thinking | To leverage the power of Dynamic Audio, we interjected the new sonic identity into everyday scenarios, enhanced by custom signals. The execution played up the infinite opportunities a lister can use MasterCard to unlock new experiences – from a cup of coffee to a much-needed vacation.
Data signal(s) | Time of day [morning/afternoon/evening] • Day of the week [Mon-Sun] • Music genre [pop/rock/country/Latin/hip-hop] • Location by DMA
Opportunity | Ciroc wanted our help introducing their new Summer Watermelon Vodka to African American and Hispanic listener in eleven target DMAs using a variety of data signals.
Our thinking |We wrote one script, but produced three executions for our targets: one English-language script read by and African American voice actor, one Spanish-accented, English-language script read by a Hispanic voice actor, and one Spanish-language script read by the same voice actor. We were also able to seamlessly layer in location, day-part, and day-of-the-week data signals.
Data signal(s) | Custom audience signal • Location by DMA • Time of day [morning/afternoon/evening] • Day of the week [Mon-Sun]