Case Study Library
Podcast Advertising Case Study: Health & Wellness
How Calpol Built Brand Awareness Through Podcast Advertising in South Africa
A multi-platform audio campaign using long-form voice storytelling to drive recall, brand image, and interest.
Audio Campaign Summary
- Client
- Haleon (Calpol)
- Industry
- Campaign objective
- Format
- Audio format
- Podcasts, web radio, streaming
- Audience profile
- Adults aged 18–55 in South Africa
Objective
Haleon wanted to drive awareness and positive brand perception for Calpol Tablets among adult consumers in South Africa.
Campaign Execution
Next Audio distributed a 30-second English audio creative across podcasts, web radio, and streaming platforms. Podcast advertising was selected to enable longer-form storytelling, emotional connection, and higher ad recall compared to skippable formats.
- Podcast, web radio, and streaming distribution
- 30-second audio creative
- Focus on recall and brand storytelling
Results
+29%Uplift in recall
+24%Uplift in brand image
+32%Uplift in interest
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