Pandora launches campaign with the participation of 33 social network influencers

Pandora’s new advertising campaign seeks to promote its Thumbprint Radio feature, which compiles all of the songs a user likes (or “thumbs”) over the years into a station. This campaign has the help of 33 social media influencers, who tap into the nostalgia people feel when they hear an old tune years later.The social stars include Helen Ruth Van Winkle, also known as Baddiewinkle on Instagram, YouTuber Dytto, Vine star Nick “RainO” Raiano and Instagram user James Ryan, who runs the account KrispyShorts.Funworks, based in San Francisco, is the agency in charge of the advertising effort. They developed three slogans aimed at millennials: That’s my shit, That’s my jam and That’s my ish. “The idea specifically around the campaign came from letting people listen to their actual Thumbprint radio station and seeing their reaction from literally getting one song they loved after another that they had forgotten that they loved” said Simon Fleming-Wood, Pandora’s CMO. “The core insight behind the campaign is this joy that it was unlocking for people.” Each influencer will create four pieces of content—two promoting their own jam moment and two encouraging their fans to share their moments.