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Kic podcast uplifts campaign performance by 24% with live & behavioral targeting
Kic launched their campaign on the LiSTNR app with NumberEight’s behavioral intelligence in August 2022. By leveraging live and behavioral targeting, we effectively identified and reached listeners aligned with fitness and wellbeing habits, driving a significant uplift in podcast downloads and audience engagement.
Introduction
Self-care to the people
Kic is a wellbeing platform that offers fitness classes, mindfulness programs and healthy recipes to empower people to become their best selves.
Challenge
Increase podcast downloads to establish thought leadership
Content is a key pillar of Kic’s marketing strategy. As such, they looked to increase their podcast downloads on the LiSTNR app; one of Australia’s largest radio apps and a key content distribution partner for Kic.
Results
Impactful audience growth
Running Kic’s campaign on the LiSTNR app with NumberEight’s live and behavioral targeting, we connected with audiences aligned with fitness and wellbeing habits to drive meaningful impact on podcast performance and audience growth.
24%
500k+
Solution
Live & behavioral targeting
Mimicking their personas, Kic decided to target listeners with strong fitness and wellbeing habits, as well as people listening during their morning routine and those who were relaxing.
They strategically distributed the campaign across cohorts and moments such as Cardio Champions, Early Risers, Joggers, Walking Commuters and those Working at Home to maximize podcast downloads.
- Kim Loasby, Digital Ad Product & Strategy Director at SCA/LiSTNR
