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Brand Ads

BRIEF

ANZ Institutional launched the ‘5-in-5 With ANZ’ Podcast in August 2023. The podcast is used to build brand reputation with potential high-value clients and demonstrate the in-house expertise ANZ have with their economists and strategists.

We were tasked with growing their audience of informed business people that would make the podcast part of their daily routine.

MAXIMUM IMPACT

In the final month of the podcast advertising campaign there was a 215% increase in Unique Listeners and a 191% increase in downloads, compared to the month previous to the campaign.

There has also been a 188% increase in New Followers to the podcast during the 5 months of the campaign, compared to the total 5 months previous.

MEDIA PLAN

We recommended podcasts that we were 100% certain our audience would be listening, basing the selection on the hosts and content.

Distribution of 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.

"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 so pleased with the outcomes achieved and look forward to further collaboration to reach an even broader audience."

Bonny Cheng, Associate Director, Marketing, ANZ