Volvo has put podcasting at the best of its strategy—and is observing positive success. The auto maker lately partnered with SXM Media and its media company Mindshare to push impact across a wide variety of its manufacturer characteristics. The results? Volvo’s podcast adverts lifted brand affinity, drove better intent to seek out a lot more data and greater recommendation intent between podcast listeners.
Here’s why the ads were this sort of a results: 1st, the partnership—which bundled authentic adverts integrated into preferred demonstrates like Freakonomics, Ologies and Hidden Brain—leveraged the influential character of these shows’ hosts and the purely natural storytelling natural environment of a podcast. Volvo was capable to resonate with a highly engaged audience who strongly related with manufacturer themes like protection, innovation and sustainability. Let’s just take a closer glance at what the marketing campaign accomplished.
The chosen podcasts had been preferred for their skill to reach Volvo’s supposed audience and for the reliable alignment with Volvo’s model value proposition of sustainability.
When the appropriate concept is shipped to the appropriate viewers, positive outcomes are not shocking, but a second precious learning in this campaign was the good results of additional attributes, like technologies, which appear to counsel the podcast natural environment is nicely-suited to multi-layered messaging. In this circumstance, with the addition of a know-how concept, Freakonomics listeners have been additional probably to say Volvo is a brand name recognized for technological innovation.
“We’ve formulated an reliable link with our good, information-driven listeners. We felt that Volvo’s motivation to security, electrification, and sustainability would resonate with them,” claimed Freakonomics Radio host Stephen Dubner.
And it did. The Volvo podcast adverts ended up very memorable in accordance to Stitcher norms, outperforming Nielsen unaided and aided recall norms. Following the campaign, these podcast listeners desired to know additional. With the prime four advert descriptors ensuing in “natural,” “believable,” “interesting” and “authentic,” it is quick to fully grasp why.
“We saw a unique opportunity to join with really engaged listeners and peak their curiosity about Volvo,” reported Leigh Moynihan, head of advertising and marketing, Volvo Automobile United states of america. “At the identical time, we desired to give inspiration to stimulate look for desire. The outcomes present that we have place Volvo leading of head for innovation, protection and sustainability.”
Contextual targeting for more relevancy
Podcasting is among the swiftest growing audio platforms with more than 50 % the U.S. population, or 57% of Individuals, listening on common to just above 5 podcasts demonstrates per 7 days. As manufacturers start off to access out to these audiences through marketing and authentic articles partnerships, currently being tuned into the themes that listeners value is necessary to success.
Although the Volvo marketing campaign utilized the voices of hosts to align with listeners’ lifestyle pursuits, new viewers innovations, like transcription concentrating on, can also provide contextual alignment.
Transcription targeting takes advantage of voice-to-text technological know-how that dives into the over-all context of the whole episode. Out there by means of the SXM Media Podcast Network, this concentrating on will help manufacturers optimize scale in times that align with appropriate audiences in its place of broad life-style classes. The means to exclude unwelcome material at an episode stage without the need of possessing to prevent entire way of living categories also prioritizes manufacturer suitability demands.
Balancing manufacturer and retail wants
Automotive marketers confront many challenges now, with the ongoing offer chain crisis proving tricky to balance model and retail advertising and marketing demands. Podcasts present an atmosphere where by several messages can and do resonate.
While the Volvo marketing campaign centered on manufacturer characteristics, the ads proved to be remarkably helpful with 1-yr auto intenders. In accordance to Nielsen, Volvo observed lifts in brand familiarity and obtain intent among the those people in-market to invest in/lease a new car or truck inside of the up coming 12 months, which were being not seen between respondents all round.
While inventory constraints proceed to impact resourceful messaging, podcast adverts can provide a total-funnel experience that aids models preserve relevance and continue to be on vehicle-consumers shorter record.