Case Study Library
Podcast Advertising Case Study: Finance & Fintech
How Hubpay Used Audio to Engage Expat Audiences
A targeted podcast campaign using language and cultural relevance to build brand recognition among expats living in the UAE.
Audio Campaign Summary
- Client
- Hubpay
- Industry
- Campaign objective
- Format
- Audio format
- Podcasts, music, web radio
- Audience profile
- Expats: Indian, Nigerian, Filipino, British, and Canadian
Objective
Raise brand awareness for Hubpay's digital wallet among expat adults in the UAE from India, Nigeria, the Philippines, the UK, and Canada.
Campaign Execution
This campaign focused on regional and language relevance:
- Targeted audio placements across podcasts, music, and web radio listened to in the UAE.
- Ads produced in multiple languages and tailored to the expat audiences' home regions.
- Placements across top finance and global affairs podcasts, including The Economist and BBC Global News.
- Multiple creatives adapted by language and delivery platform for relevance and clarity.
Results
+23ptsBrand interest (vs control)
+24ptsLikability (vs control)
+13%Attribution lift in brand image
Hear the campaign
Hubpay
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