In a cluttered market where everyone has a podcast, Podimo needed to stand out. The challenge was to convince potential subscribers that Podimo’s curated content was worth paying for as opposed to using the free offerings from competitors. The primary goal was to differentiate Podimo as a service that offers exclusive, high-quality podcasts and audiobooks – and doing it with a focus on brand and not just content.
Studies show that listening to podcasts actually make you a better listener in real life, so we created a platform with the message: "Listen better." Something that of course both underlines the good content and the insight of becoming a better listener. Instead of simply stating the benefits of good listening, we brought the challenge to life with humor. The campaign played on the everyday struggles of misheard words and phrases, showing how a slight lapse in listening can lead to a big misunderstanding. These exaggerated mix-ups showcased the importance of active listening and tied back to Podimo’s promise: Become a better listener with Podimo.
The post-campaign research showed positive results for Podimo. Podimo saw a very positive impact on brand, with a 15.8% increase in brand lift. Overall, the campaign had great interactions rates, with reaction and comments exceeding Podimos previous campaigns. And by running branding and conversion assets simultaneously, there was a higher conversion rate than when just running conversion assets. Proving once again that branding does affect sales positively.