The Brief

Charles Darwin University partnered with Earmax to drive consideration and sign-ups to their Summer Semester enrolments among women aged 30–55. 

The objective was to support a year-on-year uplift in First Preference Applications (FPAs) by reaching an audience motivated by career reinvention, flexibility, and meaningful professional change.

Creative

Media Plan

Earmax selected podcasts with the strongest content & demographic alignment to CDU’s target cohort.

Each show featured tailored host-read integrations, aligning CDU’s message with real listener needs and motivations. The campaign was extended through podcast, social & YouTube amplification to increase frequency, recall, and measurable action.

Maximum Impact

The campaign delivered clear signals of audience engagement and conversion intent, with conversion rates ranging from 1.5% - 2.81% across the three podcasts, with thousands of tracked website visits and strong Cost Per Visit and Cost Per Lead results.