Birra Moretti Doubles Brand Awareness Through Podcast Sponsorship

Birra Moretti has given its bripand a boost through a cross-media campaign. One of the strategies in this campaign was advertising in and around popular podcasts to reach the widest possible audience. In the podcast “Tip van Jet & Co” (produced by Dag en Nacht Media), Jet van Nieuwkerk and Elise Tijssen discuss the ultimate tips on cooking, food, fashion, and other lifestyle topics, such as relationships and morning routines, in every episode. They currently reach approximately 50,000 listeners per episode. Birra Moretti is one of the sponsors and a collaboration partner of the podcast. To measure the effects and results of this medium, Ad Alliance, Dentsu, Dag en Nacht, and Markteffect have joined forces to set up a Podcast Brand Lift Study. This allows both parties to evaluate the partnership in order to utilize it as effectively as possible. We do this using our own Podcast Advertising Impact Monitor.

Insights and Results

Listeners of “Tip van Jet & Co” rate the podcast an 8.2!
Insights and suggestions for improvement gathered from the podcast’s listeners;
Consideration of Birra Moretti doubles among listeners compared to non-listeners;
Brand awareness of Birra Moretti was mapped against other beer brands.

Our approach

In the study, we delved into opinions and associations regarding Birra Moretti by conducting a Podcast Brand Lift Study. A distinction was made between “the average Dutch person (aged 18 and older)” and listeners of the podcast “Tip van Jet & Co.” The study was conducted via an online questionnaire and included n=200 Dutch people (non-exposed target group) and nearly n=1,000 listeners of the sponsored podcast episodes (exposed target group). This provided insight into the results for Birra Moretti across the brand funnel (brand awareness, image, brand consideration, and brand preference) and revealed the recognition and impact of the sponsorship.

Results

The results of the Podcast Advertising Impact Monitor are delivered in a dynamic PowerBI dashboard, which both the podcast creators and Birra Moretti can use. The dashboard contains all results, but also allows users to create their own analyses, filters, and deep dives.

The survey results clearly show, among other things, that Birra Moretti’s top-of-mind awareness is higher among podcast listeners than among non-listeners. Listeners also have four times (!) higher spontaneous brand awareness than non-listeners, and both brand consideration and brand preference are twice as high as among non-listeners. The study also provided further insights regarding the collaboration, the campaign, and the quality of the podcast. With these results, the podcast creators can further optimize the podcast to meet listeners’ preferences.

Podcast Advertising Impact Monitor

The Podcast Advertising Impact Monitor provides insight into the effects of podcast ads on the advertiser’s key brand KPIs, such as brand awareness, brand image, and brand preference. In addition, listeners are asked what they think of the podcast, so that the creators also hear what is going well and what could be improved. The online survey is distributed to listeners, conducted using our panel, and among listeners of the podcast.

About Markteffect

We are an independent research agency specializing in providing insights based on market research. This project was made possible by a team of experts with extensive knowledge and experience in the field of market research. Do you have questions about this study, or are you interested in how we can help?

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