In the past few years online audio platforms have grown in prominence with the upsurge in streaming platforms. Figures for audio streams and podcasts are better than ever. According to BI Intelligence, a whopping 21% of US citizens listened to podcasts in 2016, compared to some 10% in 2013. Instead of simply jumping on the bandwagon, we’ve added intriguing video content to build the stories and make them more adaptable to different media platforms beyond sole audio. The editorial stories were supported by 3D sound effects and stylish music, making them come alive and thereby engage the listener.

By being available on multiple platforms and using advertising media, we managed to work round the problem of podcasts being hidden away on platforms like iTunes. We wanted to have the Inner Voice stories recorded in 3D audio only one click away. Instead of steering everyone to a single place, we used a horizontal approach on media. Reaching people with tailored content on Facebook and YouTube - with supporting video - as well as on Spotify and the Swinckels’ site. In order to amplify the content and increase brand and campaign visibility, we used short trailers to announce the new content. Our approach wasn’t only specified per media platform, but also segmented to fit the right audience by working with editorial platforms.

The skippable video podcasts gained a start rate of 48,4%. On top of that 31% of the podcasts was listened to in full. The content drove many Inner Voices listeners to the Swinckels’ platform: we achieved a click through rate of 25,6%. Campaign recognition reached 53% and brand awareness grew from practically 0 to 21% in just a few weeks.