Growing a Legendary Podcast’s Audience through Digital Advertising

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.

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.

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.