Audible
Case Study
Brand favorability in Excellence range
3.5x
better than Kantar norm
Motivation consideration in Excellence range
2.8x
better than Kantar norm
The podcast helped drive brand awareness, building a more favourable opinion of the brand and perceptions.
The podcast exceeded Kantar creative benchmarks in key brand metrics - eliciting positive response from listeners.
The Challenge
Build on the Home of Storytelling campaign by showing why Audible is the go-to entertainment destination this summer.
The Insight
There’s something captivating about discovering what others are reading or listening to, especially when it’s a trusted voice like a beloved podcast host or public figure. Their recommendations spark curiosity and inspire audiences to listen too.
The Idea
Targeted podcast sponsorships with integrated host-read ads (pre, mid and post) formed a key part of the multi-channel approach.
As part of a brand lift study with Kantar, Audible partnered with I Catch Killers with Gary Jubelin. In his ads, Gary shared his top book picks with listeners and spotlighted his own book on Audible — seamlessly connecting his audience to the platform.
“It was the engagement with the content itself and narrator Gary Jubelin coupled with a clear and succinct explanation of Audible and your offering that was able to pique listener interest.”
Brand favorability in Excellence range
3.5x
better than Kantar norm
The podcast helped drive brand awareness, building a more favourable opinion of the brand and perceptions.
Motivation consideration in Excellence range
2.8x
better than Kantar norm
The podcast exceeded Kantar creative benchmarks in key brand metrics - eliciting positive response from listeners.
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