KP Snacks wanted to improve perceptions, increase awareness and boost consideration of its Popchips brand. The challenge for our Acast Creative team was to devise a strategy that kept listeners engaged and prompted real world action.

Our Pops of Positivity campaign saw three distinct formats used to deliver key messages to listeners. 

Firstly, short-form creative with immersive audio ads delivered mass reach and awareness. These ads brought to life the ‘popped not fried’ USP of the product, through a standout 3D-sound execution.

Sponsorship reads from hosts of five core podcasts — including Off Menu, Private Parts and Sh**ged Married Annoyed — were then used by creators to tell personal snacking stories and call on listeners to go out and try Popchips themselves, impacting consideration.

Lastly, five-minute branded segments appeared within regular episodes of the podcasts featured in the campaign, with listeners hearing hosts setting each other ‘positivity challenges’. 

Our hero content saw a media-first execution take place, with hosts of different shows appearing on each other’s podcasts to set challenges and track progress. Have a listen below to see how Katherine Ryan (Telling Everybody Everything) encouraged Romesh Ranganathan (Hip Hop Saved My Life) to inject some positivity into his daily habits:

Listeners responded well to the hero content, with very high levels of engagement recorded on each of the branded segments. In fact, listen-through rates ranged from 79% to 100% across all participating podcasts, demonstrating strong levels of listener retention throughout the campaign.

The campaign also resulted in further positive impact on listeners, with all key performance metrics observing improvement as a direct result of the partnership activity. One particularly standout result saw listener likelihood of buying Popchips increase significantly, with half saying they were more likely to make a purchase as a direct result of exposure to the campaign.

‍Zoe Cashin-Howe, Good Snacking Marketing Controller at KP Snacks, said: "Podcasts are a great way to engage this millennial audience and it’s the first time we’re getting the podcast hosts to talk about the product integrated as part of the show, rather than just a separate ad. We feel this will deliver a much more nuanced product promotion for the listener.”