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Acast, the world’s largest independent podcast company, today announced the success of a podcast advertising campaign with the well-known multinational consumer goods company Henkel. The campaign highlighted Henkel’s Schwarzkopf Keratin Color across Acast’s “Yo Quiero Dinero” and “Se Reglan Dudas” podcasts and was developed to authentically attract Hispanic consumers, especially those who speak Spanish in their homes.
According to a brand lift study conducted by Acast at the conclusion of the campaign, exposure to the ads resulted in an astounding 43% lift in intent to purchase Schwarzkopf Keratin Color within the next month.
“Every person has gone through a deeply personal journey with their hair. It’s intertwined with who we are and because of that we connect through story and shared experiences. Acast understood the power of storytelling for the Schwarzkopf Keratin Color brand and created a multifaceted campaign that resonated with Hispanic audiences in an authentic way through the highly engaging nature of the ‘Yo Quiero Dinero’ and ‘Se Reglan Dudas’ podcasts,” said Linda Lin, Schwarzkopf Marketing Director at Henkel.
The campaign, which ran from April to July of this year, leveraged short form content including host read sponsorships on both “Yo Quiero Dinero'' and “Se Reglan Dudas'' and pre-recorded ads by these hosts across Acast’s Beauty and LatinX Collections targeting women ages 25 to 54. Additionally, the campaign used long form creative content, developed by Acast Creative, including Sponsored Stories, immersive brand storytelling that is dynamically inserted, within select episodes of “Se Reglan Dudas,” and a fully branded episode of “Yo Quiero Dinero”.
In the Sponsored Stories hosted on “Se Reglan Dudas” the hosts Lety Sahagún and Ashley Frangie put Schwarzkopf Keratin Color at the center of a conversation about self-discovery. The four minute long segment explores Sahagún and Frangie’s experiences of changing hairstyles and colors at various points in their lives and their path to finding the right products for their hair.
The branded episode from “Yo Quiero Dinero”, called How to Own Your Hair Journey, sees host Jannese Torres invite her sister and niece to join her on the microphone for an open conversation about discovering confidence, strength, and beauty for all hair types. According to Acast’s post campaign study, the episode garnered a near 80% listen through rate and was the third most popular in terms of listenership for the entire podcast.
“‘Yo Quiero Dinero’ and ‘Se Regalan Dudas’ are a smashing success because they fearlessly embrace vulnerability, the secret ingredient for compelling storytelling. As a proud Latina myself, I understand how crucial it is to shed light on the authentic perspectives of Latin and Hispanic women in a world often clouded by misconceptions and standards of beauty. With their devoted fan base, both podcasts created the ideal stage for weaving the Schwarzkopf Keratin Color brand narrative in an entirely genuine manner. Additionally, by incorporating pre-recorded ads across Acast’s Beauty and LatinX Collections, we were able to achieve an even greater scale for that incredible brand story,” said Natalia Aldasoro, Creative Strategist at Acast.
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