Case Study: HP achieves 34% lift in purchase intent with Pandora For Brands' first-to-market Sponsored Listening reward-based unit

Pandora Drives 34% Lift in Purchase Intent for HP with First-to-Market, Reward-Based Unit

HP partnered with Pandora For Brands to drive consideration and purchase intent for its Spectre and Envy notebooks among Gen Z and Millennials ahead of back-to-school. HP’s challenge was to highlight its new inking pen and create first-to-market, immersive rich media units that would demonstrate inking capabilities and resonate with younger audiences; Pandora For Brands proposed using its engagement-based Sponsored Listening reward product.

Pandora For Brands built a custom Sponsored Listening rich-media unit where users drew a guitar outline on their phone to unlock an hour of uninterrupted listening, followed by added-value units to reinforce HP messaging. The campaign produced a 3.98% engagement rate, 90% rich-media completion, and delivered a 34% lift in purchase intent (750% above Millward Brown benchmarks), plus a 44% increase in brand awareness, 87% lift in ad awareness, and a 55% lift in inking capability association among 18–20 year-olds.

HP

Emily Ketchen

Regional Head of Marketing Services & Personal Systems Marketing