David Shiffman, svp/national research at iHeartMedia, the media company, discussed this subject at the Advertising Research Foundation’s (ARF) 2019 AUDIENCExSCIENCE conference.
And he outlined how Crate&Barrel promoted its wedding registry using “The Ben and Ashley I Almost Famous Podcast,” which is part of iHeartMedia’s portfolio.
This show is hosted by Ben Higgins and Ashley Iaconetti, two former contestants on ABC’s long-running, romance-themed TV franchise “The Bachelor”, and represented an ideal fit when it came to reaching people with matrimony on their mind.
“As you might expect, their audience is a group of people who are in the millennial range,” Shiffman added. (For more, read WARC’s in-depth report: Crate&Barrel finds a perfect home with podcast advertising.)
Pre-roll ads and in-show integration – supported by the fact that Iaconetti had recently announced her engagement to another one-time competitor on “The Bachelor” – were the main ways for the retailer to reach consumers.
“It's really her first-person experience as a host talking about her experiences with Crate&Barrel’s registry,” Shiffman said of the integrated messaging.
“You don't listen to the same podcast if you don't like the host … So, being able to leverage that kind of relationship with the listener is important.”
Nielsen, the research firm, was able to attach some metrics to Crate&Barrel’s efforts using a panel of consumers that matched the target audience for the retailer.
“We actually screened people as being either engaged or planning to be engaged, which is kind of a weird question: Sometimes you don't know,” Chris Peck, vp/client consulting at Nielsen, said. “But [we found] people who are planning to be engaged in the next six months or are currently engaged.
Its 800-person panel was separated into an exposed group, which heard the podcast with Crate&Barrel’s paid-for messaging included, and a control group, which did not.
And the exposed cohort, Nielsen discovered, logged higher figures when it came to consideration, affinity, intent to seek information, purchase intent and likelihood to recommend when it came to Crate&Barrel’s wedding registry.
“We were able to see significant lifts among the exposed group coming off of a very similar base and familiarity with the service itself,” Peck said.
Sourced from WARC