BRIEF

ANZ’s 5-in-5 podcast is what allows them to highlight their expertise on both local and global market updates, and they wanted to increase their relevant listenership.

Our primary aim is to increase followers and downloads amongst informed business people.

The Success of the campaign is measured in detail, based on the number of listeners, downloads, and subscribers.

MEDIA PLAN

We therefore recommended podcasts that we were 100% certain our audience would be listening.

Combining 30 second pre-recorded ads with authentic host-read ads across the biggest and most reputable business, finance & leadership podcasts in Australia.

CREATIVE

As we knew exactly which podcasts our ads were being distributed across, we could be just as specific with our messaging.

Bernard Hickey, the host of 5-in-5, read the ads and we matched the tone and flow of the podcasts they’re being heard on.

The nuances in the ads also allows us to test each one month by month to see which delivers the most traffic to the 5-in-5 podcast.

Brand Ads Month 1

MAXIMUM IMPACT

The first month of our 6 month campaign saw incredible results and we were able to track both overall podcast numbers, and exactly which podcasts in the media plan were driving the most traffic.

We are measuring the success of the campaign on these key metrics:

Unique Listeners: Increased by 72% vs the month before.

Overall Downloads: Increased by 64% vs the month before.

New Apple followers: Increased 465% vs the average of the 3 months prior to campaign.

Spotify followers: Increased 226% vs the average of the 3 months prior to campaign.

Brand Ads Month 2

Maximum Impact

Whilst the increase in numbers are not as big as month 1, the spend was much smaller and there was still a significant increase, where the Cost Per Follower was actually cheaper than month 1.

We are measuring the success of the campaign on these key metrics:

Unique Listeners: Increased by 15% vs the month before.

Overall Downloads: Increased by 15% vs the month before.

New Apple followers: Increased 188% vs the average of the 3 months prior to campaign.

Spotify followers: Increased 69% vs the average of the 3 months prior to campaign.

"EarMax has been an absolute joy to work with. From day one, they demonstrated a deep understanding of our target audience and podcast landscape. Their expertise in crafting compelling messaging and strategic placement ensured that our podcast reached more of the right audience segments, leading to a notable increase in engagement and subscription rates. We're pleased with the outcomes achieved thus far and look forward to further collaboration to reach an even broader audience."

ANZ BANK