PODCAST
Reuters World News
​​This campaign, with a budget of $25,000, was designed to test and learn the most effective strategies to increase listenership for Reuters World News podcast on Megaphone.
The goal was to expand reach beyond organic listenership and engage the target audience on their preferred channels. To achieve this, the campaign employed a multi-channel approach and smartlinks, incorporating podcast audio ads, traffic-driving social media campaigns, and strategic retargeting.
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Podcast audio ads were deployed on Spotify. Simultaneously, traffic-driving campaigns ran across Facebook, Instagram, and Outbrain, leveraging the power of R.com retargeting. This approach ensured that the campaign reached individuals already familiar with the RWN logo, which proved highly successful.
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The campaign tested both static and animated versions of a 30-second and 15-second audio trailer. Interestingly, while the animated trailer in portrait format performed best on Spotify, static assets were more effective in driving traffic on other platforms.
This finding highlights the importance of tailoring creative assets to each platform and understanding audience preferences at different stages of engagement.
As a result of this strategic multi-channel approach, the campaign successfully expanded beyond organic reach, with 90% of listens coming from new listeners - those who had not engaged with the podcast in the past 60 days.
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Copyright Thomson Reuters, 5 Canada Square, London, E14 5AQ
Sponsored Podcast
​The Masdar and Reuters Plus 'Future of Energy Talks' campaign aimed to raise brand awareness through an 8-episode podcast series targeting global policymakers, investors, and senior business decision-makers.
The strategy included adapting to user behavior by offering content in video format on YouTube, thus expanding the audience. The campaign emphasized a clear brand identity by merging Reuters Plus and Masdar's branding, ensuring all episodes were filmed and visually consistent.
Over 4 months, the campaign achieved 4 million content views, 31,000 page views, 2 million social clicks, and 1,000 YouTube subscribers, with a 10% engagement rate.
Post-campaign studies indicated that 48% of Reuters global readers recalled the campaign, 54% took action, and Masdar's brand awareness grew by 300%, with a 357% increase in likelihood to recommend the brand.
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Copyright Thomson Reuters, 5 Canada Square, London, E14 5AQ
