AJ PRODUKTER: 360-degree podcast strategy and an ROI of 102.5%
For 48 years, furniture manufacturer AJ Produkter has delivered innovative furniture solutions for offices, schools and warehouses in Europe. With the aim of increasing brand awareness, Amp 99 joined the project, and together we developed a 360-degree podcast strategy that established podcasting as part of the marketing strategy.
Together, we decided to create a branded podcast from scratch titled Danske Opfindere (Danish Inventors) with AJ Produkter as the brand behind it. The podcast was distributed through targeted advertising in other relevant podcasts to reach AJ Produkter’s most relevant target audiences.
We also supported the podcast with targeted advertising on social media, newsletters, articles, as well as an innovative podcast advertising campaign aimed at our core target audience.
Podcasts can do things other channels simply can’t. We can reach people through TV, radio and print, but that doesn’t necessarily mean we’re reaching the right audience or that they’re actually going to buy our product. With podcast advertising, we can connect more directly with the target audience and guide their decisions. Martin Just Petersen, Digital Marketing Specialist
The podcast has run for two seasons with very impressive results
- It was featured by Apple’s editorial team
- It reached number one in its category
- It achieved a listen-through rate of 85%
The podcast was part of a larger campaign that increased AJ Produkter’s visibility while also driving stronger engagement among new target audiences.
WHAT WE DID IN THIS CASE:
- We developed a 360-degree podcast strategy, including the creation of a podcast concept, production of audio spots for advertising across other podcasts, social media, newsletters and articles
- We handled all aspects of the marketing campaign, including podcast distribution and all supporting marketing activities
- A solution of this scale typically costs around DKK 150,000