GoTyme Bank collaborated with Audacia Audio to promote its podcast, "Speaking of Money," featuring guests like Lance Gokongwei and Bianca Bustamante. The nationwide campaign aimed to generate interest and encourage Filipinos aged 21 and above to listen, using podcast clips as audio creatives.
Campaign Details:
- Location Targeting: Philippines (Nationwide)
- Audience Targeting: General Population (21+)
- Inventory: Run of Audacia Audio (Streaming + Podcasts)
Results:
The campaign delivered a 93.80% listen-through rate (LTR) and achieved a 1.13% click-through rate (CTR) with 20,979 total clicks—far exceeding the 0.06% industry benchmark.
A brand lift study powered by OnDevice Research confirmed the campaign’s strong impact:
- A +20 percentage point lift in intent to listen among those “extremely likely” to tune in
- A +7pt overall lift in listening intent (extremely/probably likely) — well above benchmark
- A +3pt increase in prompted awareness, with 6 in 10 respondents aware of the podcast
The study used 100% passive measurement with n=100 exposed and n=100 control respondents, validating performance across platforms.