Case Study Library
Podcast Advertising Case Study: FMCG / CPG
How Bel Groupe Reached Saudi Mothers with Podcast Ads
A brand awareness campaign combining a branded podcast and dynamic ad insertion to increase perception and purchase intent for Kiri cheese among Saudi families.
Audio Campaign Summary
- Client
- Bel Groupe (Kiri)
- Industry
- Campaign objective
- Format
- Audio format
- Podcasts
- Audience profile
- Mothers in Saudi Arabia
Objective
Help Kiri cheese stand out with Saudi families by reaching local women, improving brand perception, and increasing purchase intent.
Campaign Execution
We used a dual-format strategy to maximise reach and resonance:
- Sponsored the 10-part Arabic podcast Maida to align Kiri with trusted, high-quality local content.
- Delivered dynamic, contextually targeted ads across our Arabic-language podcast network, focusing on genres popular with women and mothers to drive incremental reach.
Results
95%Listen-through rate
Top 5%Interest metric performance
+28ptsVertical-specific intent
- Maida podcast featured in the Apple Podcasts 'New and Noteworthy' section
Hear the campaign
Bel
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Kiri's Maida podcast was created with the Kiri team to extend the brand's equity, and to be the pillar of kindness and inspiration for progressive moms. In parallel, the programmatic audio ads maximized the podcast's awareness. The campaign drove efficient reach and for a first-time campaign, it truly set a remarkable benchmark.
The Maida podcast was an exciting and needed next step for Kiri, to earn our audience's audio attention and to stay ahead of our competitors in a modern way. This is a rising trend with the KSA population showing a growing interest in podcasts. Maida has allowed us to connect with our audience at a different level, as it brought to life the inspiring yet complex nature of everyday life of the Kiri Progressive Mom, simply told by a role model.
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