Brand New Day
Brand New Day had previously tried a branded content campaign via podcasts with their brand ambassador Sander Schimmelpenninck. However, this small-scale attempt proved not to be the right model and did not deliver the desired results. Although they recognized the potential of podcasts, they did not yet see a scalable model for using podcasts effectively. This changed when Audiohuis approached them with their extensive podcast network. What did we do? You can read about it in this case study.
About Brand New Day
Brand New Day is a Dutch bank specializing in pensions and wealth accumulation. Since its founding in 2010, the company has been offering innovative and customer-focused solutions for pension and investment products. Brand New Day strives to make pensions transparent, affordable, and simple, so that customers can save for their future in a reliable way. They distinguish themselves through low costs and a user-friendly online environment, allowing customers to manage their own pension accrual and investments.
Lower cost per visit
The first campaign on the Audiohuis Podcast Network in the second quarter of 2024 showed a lower cost per visit (CPV) for podcasts compared to radio and television. In addition, Brand New Day needed to increase its reach within the 30-50 age group, a segment where its television campaign was underrepresented. These factors led to the company opting for another podcast pre-roll campaign with Audiohuis in the fourth quarter of 2024.
Target group & Objective
The objective of this attractive campaign was to attract valuable website visitors who would ultimately convert. The success of the media used was measured on the basis of the cost per visit (CPV). The target group for this campaign consisted of people with a higher income in the 30 to 50 age group.
Pre-roll Campaign
Various studies show that podcast advertisements have a high attention value and are particularly effective in the lower stages of the marketing funnel. For this campaign, we opted for podcast pre-rolls via run of network, on Audiohuis's extensive network.
The result
Memo2's impact measurement shows that Brand New Day's podcast campaign significantly increased brand awareness and consideration among podcast listeners. The research also shows that the podcast content is rated higher than the benchmark in terms of suitability and credibility. Podcast listeners have a strong connection with the podcasts they listen to and are therefore more receptive to brand messages. Campaigns have seven times more impact on a receptive audience (Media Reactions 2022 NL). This supports the effects observed in this podcast campaign.
