Podcasting is among the fastest growing audio platforms with more than half the U.S. The results show that we’ve put Volvo top of mind for innovation, safety and sustainability.” Contextual targeting for more relevancy “At the same time, we wanted to provide inspiration to stimulate search interest. “We saw a unique opportunity to connect with highly engaged listeners and peak their curiosity about Volvo,” said Leigh Moynihan, head of marketing, Volvo Car USA. With the top four ad descriptors resulting in “natural,” “believable,” “interesting” and “authentic,” it’s easy to understand why. Following the campaign, these podcast listeners wanted to know more. The Volvo podcast ads were incredibly memorable according to Stitcher norms, outperforming Nielsen unaided and aided recall norms. We felt that Volvo’s commitment to safety, electrification, and sustainability would resonate with them,” said Freakonomics Radio host Stephen Dubner.Īnd it did. “We’ve developed an authentic connection with our smart, data-driven listeners. In this case, with the addition of a technology message, Freakonomics listeners were more likely to say Volvo is a brand known for technological innovation. When the right message is delivered to the right audience, positive results are not surprising, but a second valuable learning in this campaign was the success of additional attributes, like technology, which seem to suggest the podcast environment is well-suited to multi-layered messaging. The selected podcasts were chosen for their ability to reach Volvo’s intended audience and for the authentic alignment with Volvo’s brand value proposition of sustainability. Let’s take a closer look at what the campaign achieved. Volvo was able to resonate with a highly engaged audience who strongly connected with brand themes like safety, innovation and sustainability. Here’s why the ads were such a success: First, the partnership-which included original ads integrated into popular shows like Freakonomics, Ologies and Hidden Brain-leveraged the influential nature of these shows’ hosts and the natural storytelling environment of a podcast. The results? Volvo’s podcast ads lifted brand affinity, drove higher intent to seek more information and increased recommendation intent among podcast listeners.
The auto manufacturer recently partnered with SXM Media and its media agency Mindshare to drive impact across a variety of its brand attributes.
Volvo has put podcasting at the top of its strategy-and is seeing positive results.
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