Acast, the world’s largest independent podcast company, teamed up with Henkel, a global consumer goods leader, to create a podcast advertising campaign that resonates deeply with Hispanic audiences. The campaign, which ran from April to July of 2023, centered around Henkel’s Schwarzkopf Keratin Color and was featured on Acast’s popular podcasts "Yo Quiero Dinero" and "Se Reglan Dudas". Designed to authentically engage Hispanic consumers, particularly Spanish speakers at home, the campaign leveraged a mix of short-form content, including host-read sponsorships and pre-recorded ads, targeting women aged 25 to 54 within Acast’s Beauty and LatinX Collections.
The success of the campaign was evident in its numbers, with a brand lift study showing a remarkable 43% increase in intent to purchase Schwarzkopf Keratin Color within the next month. The campaign’s multifaceted approach included Sponsored Stories developed by Acast Creative, which were dynamically inserted into select episodes of "Se Reglan Dudas". These stories featured hosts Lety Sahagún and Ashley Frangie sharing personal hair care journeys, emphasizing the importance of finding the right products. Additionally, a fully branded episode of "Yo Quiero Dinero" titled "How to Own Your Hair Journey" invited listeners into an intimate conversation about hair confidence and beauty, contributing to a near 80% listen-through rate and becoming the third most popular episode for the podcast.
Hispanic Hair Care Campaigns
Acast and Henkel Fostered Positive Conversations in a New Campaign
Trend Themes
1. Authentic Hispanic Engagement - Opportunities for brands to create meaningful connections with diverse audiences through culturally relevant campaigns.
2. Multifaceted Podcast Advertising - Harnessing the power of tailored podcast content to drive brand engagement and increase purchase intent among target demographics.
3. Personalized Sponsorships Strategy - Utilizing host-read sponsorships and branded content to build trust and loyalty with consumers seeking authentic brand experiences.
Industry Implications
1. Beauty and Personal Care - Innovative approaches in podcast advertising offer a new way for beauty brands to connect with consumers and drive product sales.
2. Media and Entertainment - Integration of culturally diverse content in podcasts presents avenues for media companies to engage with niche audiences and create impactful advertising partnerships.
3. Marketing and Advertising - The success of the Henkel and Acast campaign underscores the potential for personalized sponsorships to drive brand resonance and customer loyalty in the advertising industry.