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.
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.
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.
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.