Leadership Conference on Human and Civil RightsGrowing a Legendary Podcast’s Audience through Digital Advertising 

Three women with their fists raised in the air as a sign of solidarity.

The Leadership Conference wanted to grow its podcast subscriber base substantially, so it turned to Social Driver to create and launch a digital advertising campaign to drive listenership and awareness. Social Driver launched a strategic, targeted campaign that drove impressive results–including 1 million+ ad views across Spotify, Facebook, and Instagram.

Challenge

Amplifying Conversations on Civil Rights

Pod for the Cause is a popular podcast that sparks conversation and activism on critical issues, from immigration to the justice system. It is produced by The Leadership Conference on Civil and Human Rights, a legendary nonprofit working to promote and protect the rights of all Americans. The Leadership Conference wanted to grow its podcast subscriber base substantially, so it turned to Social Driver to create and launch a digital advertising campaign to drive listenership and awareness.

Solution

Right People, Right Place, Right Time

The Social Driver team was truly passionate about the Leadership Conference's mission–and our digital team had the know-how to bring that message to a bigger audience.

The Leadership Conference trusted our direction on which digital channels to target for this campaign. Our team developed a campaign at the intersection of what their audience truly cared about, where they were located, and where we saw the biggest return on paid and organic channels. We uncovered a major opportunity with Spotify–which was quickly gaining market share and had the type of engaged, curious audience that would love Pod for the Cause.

As part of the multi-platform campaign we launched, we piloted an audio advertising campaign on Spotify to achieve the goal of reaching a Millennial audience. This campaign helped Pod for the Cause reach listeners at the right place and right time–at the moment they were open to discovering a new podcast.

How We Helped

Advertising
Campaigns

The pod for the cause logo underneath five raised fists, one holding a microphone.
Advertisement graphics provided by LCHCR, not created by Social Driver.

Seizing a Golden Opportunity

Social Driver works with clients across industries and budget ranges, so we’re able to bring digital best practices and strategic concepts to our nonprofit clients. We knew that Spotify had recently launched a new advertising platform, and they were investing heavily in podcast promotion. This was a chance for the Leadership Conference to get in on the ground floor with a cost-effective campaign–that would let them target listeners based on their interests or related podcasts in their queues.

Driving Engagement through Micro-conversions

Along with the Spotify campaign, we tested a variety of ad placements on other platforms to make it easier for people to listen. The campaign strategy was to drive listeners to the destination as soon as possible, so that the content could sell itself. For example, we leveraged carousel ads on Facebook–linking from each picture to individual episodes on Spotify and Apple Music. Each of these clicks was like a micro-conversion, taking Pod for the Cause closer to its goal of more engaged subscribers.

The pod for the cause logo on top of an image of two women with their fists raised in the air as a sign of solidarity.
Advertisement graphics provided by LCHCR, not created by Social Driver.
The Pod for the Cause logo on top of a blue/purple gradient.
Advertisement graphics provided by LCHCR, not created by Social Driver.

A Powerful Partnership

We worked very closely with the Leadership Conference’s talented creative team to identify and integrate content they were producing into the campaign. This was truly a partnership that allowed the client to leverage our strengths in digital strategy and campaign development in a cost-effective way.

Results

Growing Subscribers, Driving Future Success

The Leadership Conference for Civil and Human Rights saw tremendous results from this strategic, targeted campaign. Not only did they achieve their immediate goal, they also gained tools and insights to drive future success around their advocacy efforts.

1 million+
ad views across spotify, facebook, and instagram
500,000+
Unique listeners introduced to podcast within spotify
66,000+
visits made to podcast across platforms
54,000+ 
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National Academy of Sciences

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