Founded on a pioneering spirit, Glenfiddich, the world’s most awarded single malt scotch whisky, created the “Where Next Club,” a platform where Filipino innovators connect and inspire the next generation of changemakers. With the goal of raising awareness for the Club and increasing the distinctiveness of the brand in the Philippines, Glenfiddich identified podcast advertising as a way to meet its goals.

The Acast campaign ran both podcast audio ads and podcast sponsorship, leveraging Glenfiddich’s brand and content assets. 

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The audio ads enlisted the voice of Glenfiddich Southeast Asia brand ambassador Brett Bayly, who promoted the Where Next Club and the featured innovators. The ads ran across three Acast Show Collections that were closely aligned with Glenfiddich’s target audience – Young Affluents, Premium, and Society & Culture.

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We partnered ads with sponsorship, teaming Glenfiddich with the Philippine podcast network PumaPodcast, which connected the brand with a digitally-savvy and educated audience. PumaPodcast listeners are mainly in the 24-44 age range and 70% hold a Bachelor’s Degree or higher – demographic desirability as outlined by the brand. 

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PumaPodcast’s hosts wrote their own script based on a brief from Glenfiddich, and voiced the sponsorship. They created two versions to give listeners variety – this sustained interest in the brand message.

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The campaign focused on a single call to action, for listeners to follow the Glenfiddich South East Asia Instagram account to learn more about the “Where Next Club”.

Listeners responded exceptionally well to both types of podcast advertising, with the campaign delivering a 2.3X lift in brand awareness and a 139% lift in brand favorability, exceeding the benchmark of 39%.

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“Glenfiddich Where Next Club aims to inspire Filipino changemakers to push their boundaries. By working with Acast, we are able to effectively reach out to relevant target audiences. By running ads and partnering with PumaPodcast for sponsorship, our objectives of raising meaningful awareness of the brand have been achieved." - Brett Bayly, Regional Brand Ambassador - Malts, Southeast Asia

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"Our initial venture into podcast advertising for Glenfiddich has produced impressive results and has reaffirmed our belief in the power of podcast advertising as a marketing tool. Collaborating with Acast to reach our target audience through multiple advertising formats has resulted in a significant boost in both brand awareness and favorability.” - Edgar Jay Patacsil, Client Director at Dentsu

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