The BBC World Service aimed to enhance global engagement with its extensive podcast content, especially among younger demographics. Tasked with elevating awareness and encouraging downloads, 8MS initiated a comprehensive campaign.
Focusing on topics such as, environment and science the campaign set performance indicators of: driving 750,000 unique visitors, 27,000 podcast plays, a cost-per-play of £2.20 and an engaged social reach of 3.4m.
The “Multipod” campaign strategy included two phases: raising brand awareness through digital and above-the-line promotion, followed by targeted consumption efforts. A custom podcast personality quiz served as a tool to determine users’ podcast preferences, offering personalised playlists for exploration and fostering connections within the podcast community.
In the second phase, retargeting strategies led users directly to BBC podcasts on platforms like Facebook, Spotify and BBC Sounds, tailored to their interests.
Use of Digital Media: Gold
BBC World Service Team
8 Million Stories Team
Oban International