Revving up conversations that drive the automotive industry forward.
Achieved 52 five-star ratings and a top 3 position on the Apple Podcast Lifestyle charts
Client
Victorian Automotive Chamber of Commerce
Year
2021
Services
Paid Advertising
Content Development
The Brief
The Victorian Automotive Chamber of Commerce enlisted Content Smith to develop a paid advertising strategy to support the launch of a new industry podcast, THE GRILLE.
THE GRILLE is an industry podcast for auto professionals and motoring enthusiasts, brought to you by the best in the business. Hosted by Greg Hunt, Shane Jacobson, VACC CEO, Geoff Gwilym, the crew interviews automotive greats, including UK star Jeremy Clarkson and MotoGP legend Mick Doohan and F1 driver Daniel Ricciardo in their first season.
The objectives of the campaign were to increase brand awareness online and drive subscriptions, downloads and reviews of THE GRILLE podcast
Our Approach
We used Facebook and LinkedIn Advertising to drive the key messages to VACC’s audience groups.
As usual, our campaigns were led by the data. Each week we monitored the results and recommended ways to optimise our ads.
All social media ad creative was designed by us, including the edited video ads to incorporate key sound bites of the podcast. Testing copy, creatives and audience groups were key to achieving the results.
The Results
This 6-week campaign delivered over 1,789,914 impressions, nearly 100,562 engagements and 11,030 clicks to the podcast landing pages.
We achieved a Cost per click (CPC) of $1.02, where the industry average is $2.14.
The total number of downloads was 7,508.
With over 52 five-star ratings and a top 3 position on the Apple Podcast Lifestyle charts, we’re thrilled to say that THE GRILLE achieved a strong start as an entrant in the podcast industry.
Pia Hams, Product and Marketing Specialist