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Hair Care Brand Henkel Sees 43% In Purchase Intent From Podcast Ad Campaign.

Podcast advertising works but getting companies to share a success story can be tough. Whether it is a client that doesn’t want their marketing success known to competitors, or a variety of other hurdles, most keep quiet when something is successful. However, in a move to show that podcasting works not only for general market audiences, but the growing number of Hispanic listeners, Acast has released the results of a hair care ad campaign.

Henkel’s Schwarzkopf Keratin Color ran ads across Acast’s Latina-targeted personal finance podcast Yo Quiero Dineroand the Latina-targeted Spanish-language self-help series Se Reglan Dudas podcasts with creative that was developed specifically for the Hispanic consumer, 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 a 43% lift in intent to purchase Schwarzkopf Keratin Color within the next month.

The campaign, which ran from April to July, leveraged short form content including host-read sponsorships and pre-recorded ads by these hosts 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.

“With their devoted fan base, both podcasts created the ideal stage for weaving the Schwarzkopf Keratin Color brand narrative in an entirely genuine manner,” says Natalia Aldasoro, Creative Strategist at Acast. “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.”

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 explored their 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, saw 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 had a near 80% listen through rate and was the third most popular in terms of listenership for the entire podcast.

“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,” said Linda Lin, Schwarzkopf Marketing Director at Henkel. “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.”

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