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We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.
Hosted by: Colleen and Ashlie
Ad placement: Mid-roll
Ad type: Dynamic insertion
Start point: 00:54:44
Ad copy:
“It's officially 2022 and it is the time to set up your wellness routine into action and prioritize your health. Care/Of allows your vitamin routine to be personal, easy, effective and constantly evolving. What I love about it is you go online, you take a quiz based on where you live, what your goals are, what your lifestyle habits are, like how much do you exercise, do you drink? Are you nursing? How much do you know about supplements? I know this quiz very well because I take it probably two times a year just to make sure that I am getting exactly what my body needs. It's de-stigmatize the vitamin and supplement aisle because I don't have to go there anymore. I go online, I take this quiz, and it gives me a personalized recommendation for what my body needs based on what my goals are and what my lifestyle is like. It is supporting me and I never have to worry about - am I taking exactly what? Do I have any gaps in anything? And I also don't have to worry about the quality. They really have high-quality supplements and so it's just been a trusted part of my wellness routine. It's been like two years or something we've been working with them. I had to go in and do a little tweak to mine telling them I'm pregnant. And, the quality of what I know I'm receiving from them I trust. It's so fun too - like when you get your Care/Of in the mail and you know it's personalized to you like the individual packets. I love it - it's just cute and convenient. Anyways you guys you're gonna love it as much as we do. For 50% off your first Care/Of order go to takecareof.com and enter code sipfifty.
The hook:
“It's officially 2022 and it is the time to set up your wellness routine into action and prioritize your health. Care/Of allows your vitamin routine to be personal, easy, effective and constantly evolving.”
This episode looks back at 2021’s biggest moment, helping Colleen, Ashlie and all their listeners wrap up the last year and begin 2022 fresh. The underlying theme of this episode was - health comes in all shapes and sizes. They mention ectopic pregnancy, ovulation trackers, mental health, nutrition - so, Care/Of fits pretty seamlessly, despite it being a very obvious ad-read (music is played before and after the ad-read as a way to hint that the conversation is coming to an end and the ad is about to take place).
The pitch:
“What I love about it is you go online, you take a quiz based on where you live, what your goals are, what your lifestyle habits are, like how much do you exercise, do you drink? are you nursing? how much do you know about supplements?... It gives me a personalized recommendation for what my body needs based on what my goals are and what my lifestyle is like. It is supporting me and I never have to worry about - am I taking exactly what? Do I have any gaps in anything? And I also don't have to worry about the quality.
This part of the ad highlights the brand’s services and unique selling points, which include its personalization aspect, delivery straight to your door, and quality. Customers are required to fill out a short quiz (of 50 questions!) that highlights some personal information, lifestyle habits, and health goals. Then, a recommended combination of products (powders and vitamins) is introduced and explained to you - based on your main goals. These products are delivered to your door every 30-days in convenient packets.
The offer:
“Anyways you guys you're gonna love it as much as we do. For 50% off your first Care/Of order go to takecareof.com and enter code sipfifty”
By using You Can Sip With Us’s code, listeners get 50% off (!) their first order - this is extremely helpful because this service can get quite pricey, but this offer allows you to give it a shot (no strings attached) for a much better price - an easier pill to swallow, if you will.
Landing page:
Honestly, Care/Of’s website is so cute and user-friendly that it just pulls the user in - you want to continue scrolling and ultimately take the quiz. However, there isn’t a customized landing page for You Can Sip With Us’s listeners. Listeners are asked to enter the general website and at checkout plug in the promo code, “sipfifty”, in order to receive the discount.
Hits the spot:
This ad-read provides listeners with a clear understanding of the brand's service, their unique offering, and even a touch of personal experience. Colleen, who is currently pregnant, adds: It's been like two years or something we've been working with them. I had to go in and do a little tweak to mine telling them I'm pregnant. It is extremely clear why Care/Of opted to partner up with this podcast as it clearly relates to their target audience. Although the ad-read wasn’t seamlessly integrated per se, it was still quite enjoyable to listen to.
Room for improvement:
Both hosts mentioned their love for this brand and its services, emphasizing that they are long-time users of Care/Of - so, we wish the ad-read was more seamlessly integrated into the content instead of clearly highlighting that an ad was upon us.
Partnership track record:
Over the last year, Care/Of has sponsored over 98 podcasts and has sponsored You Can Sip With Us 8 times.
Where else has Care/Of sponsored?
Nobody Told Me!, Chatty Broads with Bekah and Jess, The Stacks, This Might Get Weird, Big Mad True Crimes, and more
What other brands have appeared on You Can Sip With Us?
HelloFresh, Brooklinen, Modern Fertility, Thrive Market, and many more.
Ashlie and Colleen have opened up about everything from Starbucks holiday drink rankings and awesome Amazon finds to ectopic pregnancies and mental health. So, their listeners have gotten to know them on a personal level - increasing their listener's trust in the things they say (and things they promote). For brands/services like Care/Of, which highlight personalization and personal care, this is an ideal podcast integration.
The hosts managed to deliver the ad-read in a believable manner thanks to their enthusiasm and personal takes. It was definitely an enjoyable advertisement (although I wish it was more naturally integrated).
Have you heard a great podcast ad recently? Tell us about it.
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