We’ve conducted a collection of case studies featuring award-winning native advertising examples. This blog post features Best use of Native Advertising in a Podcast.
Campaign: Westpac - The Split. Check out the campaign here.
Divorce is on the rise in Australia with a disproportionately negative impact on the financial and mental health of women. To increase awareness of this alarming reality - and their own services that might fix it - Australian bank Westpac created a podcast.
Separation and divorce can be a lonely and confusing experience. With this realisation as its starting point, The Split podcast was created to provide advice, confidence and company in a difficult time. A branded podcast series with eight 30-minute episodes across eight weeks. The series matched the linear path from identifying the problem to finalisation and a fresh start. Each episode relied on professional advice, first-person stories to drive empathy and references to other relevant content. The podcast aimed to have a candid conversation about divorce and separation. Not skewing too far into either motivational preach- ing or doom and gloom was important. So was the right host: Mandy Nolan. Mandy Nolan is a standup comedian and refreshingly candid, twice-divorced mother of five. She appeals to a diverse audience with no set demographic.
Episodes were distributed across a range of publishing platforms and the podcast is available for free. To promote episodes ahead of release, 60-second ads were created by the Mamamia pod- cast team and used across Mamamia’s own podcast network. In addition the social feeds of Mamamia - Facebook and Instagram were used both for pre-promotion and promotion after episodes had been released.
All KPIs were measured by a brand uplift study in June 2019.
Westpac targeted a 10 percent increase for each of the following measures:
After listening to the podcast, 75 percent of the audience should agree with the following statements:
Grow awareness of Westpac’s separation service. The target was ten percent uplift for each measure. Here are the results:
In terms of the podcast being helpful to individuals going through separation or divorce. 75 percent of all listeners should agree with each statement below. Here are the results:
The team behind the podcast had three criteria in mind:
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