Resource
Sonic Branding Success Story: Bayer
May 4, 2020
Powered by proof of high-performing creative and precise ad targeting, the pharma giant improves its already high level of consumer trust with its new podcast ads.
Bayer Podcast Ads Beat Industry Norms for Purchase Intent, Authenticity
Sonic Branding Success Story: Bayer
The Objective
Running a new cause-based podcast campaign (Bayer Innovations), Bayer needed to ensure that their ad creative — focused on their brand message, “This is why we science” — would resonate with “open- minded” listeners (e.g., charitable givers). As a pharma company, ensuring that their mission-oriented podcast creative projected authenticity was paramount.
The Approach
- Leverage the Veritonic Audio Intelligence Platform to assess creative effectiveness of eight different ads by key emotional measures, as well as recall, engagement, and purchase intent
- Benchmark against industry norms for similar types of ads in the Veritonic platform
- Target listeners open to Bayer’s cause-based messaging with Art19 SmartAudiencesTM
Our Results
- Bayer Innovation ads scored 12-14% higher than industry averages for authenticity, trustworthiness, and happiness against the target audience and 28% higher for likability
- Purchase intent scores beat the Veritonic average for pharma by 19% with Art19 SmartAudiencesTM
- Messaging reinforced the Bayer brand, driving a 4% brand lift among existing customers
- Messages focused on key medical and environmental conditions drove the greatest purchase intent