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The Brief

Gotcha4Life set out to build awareness and drive usage of their new Mental Fitness Gym app, designed to strengthen mental resilience through daily training. To meet both goals, we delivered a podcast campaign combining host reads and 30 second ad distribution. Despite being just a small part of the overall launch activity, our campaign drove over one third of the total app installations (34%).

The Creative

Media Plan

The strategy incorporated a number of host-read sponsorships with a variety of audience types, where hosts added personal ad libs about the importance of mental fitness and their personal connection. We also distributed 30-second ads to build brand affinity and awareness using the creative produced by our sister agency Eardrum.

Maximum Impact

The campaign drove 34% of total installs over this period. Host reads delivered 87% of those, with standout performance from shows appealing to older female audiences. The combination of the RON distribution to achieve high reach (4.6 million impressions), and the impact of host endorsements in driving high conversions, delivered measurable success for Gotcha4Life’s app launch.

"Earmax Media was a fantastic partner in bringing to life our campaign aiming to increase downloads of our new Gotcha4Life Mental Fitness App. They collaborated closely with us to shape the brief, welcomed feedback throughout, and worked seamlessly with our digital team to ensure tracking and analytics were in place. The result? A standout campaign that built awareness, cut through the clutter, was contextually relevant and drove over a third of the installations of our new app to make building mental fitness a daily habit. Professional, creative, and genuinely collaborative."

Lia Kostopolous, Head Of Marketing, Gotcha4Life Foundation