A Little Info
POD’ium was launched in 2020, in collaboration with Spotify, Anchor, and Kommune to grow the podcast culture in India. Led by the country’s best podcasters, it virtually organised educational workshops to empower promising podcast creators and bootcamp workshops on how to create and distribute podcasts via the Spotify-owned Anchor app
Point of Contact
At the time, we were working with Kommune, a pan-India creator collective. When the POD’ium collaboration was finalised, the project head of Spotify connected with us to promote it. Through the collaboration’s pilot edition of Pitchfest, wherein a budding creator can pitch his/her podcast idea, the organisers wanted to create 200 new podcasts.
To achieve this, they wanted our help in reaching 8 million promising creators, who would be interested in attending podcast workshops, across India.
Strategy & Process
To grow the number of participants in the workshops, we planned to run cross-platform ads on Facebook/Instagram, YouTube, and Google Display Network for a period of 30 days. The ads would urge recipients to register for Pitchfest.
Understanding the requirements from the POD’ium team, we set up brand awareness and traffic campaigns targeting all regions in India. Campaigns – featuring Kenny Sebastian, Pooja Dhingra, Kalki Koechlin, and Ranveer Allahbadia – were run to generate workshop registrations for audiences interested in comedy, food, storytelling, and self-improvement respectively.
To track visits directed from the ads, a dedicated landing page was created, where visitors could register via a form. The ads were constantly optimised to maximise reach and page visits.
We were able to reach 80% of our target audience while conserving 40% of the ad budget. A reach of 14 million users was achieved on all digital properties. More than 1.8 lakh people visited the website during the campaign period, with YouTube contributing to 44.3% of the traffic, followed by Facebook/Instagram (38.9%), Google Display Network (16.4%), and Google Search (0.4%).