A first-time podcast sponsorship for Go Ape returned nearly five times its spend, according to a new case study from Audio Always.
The outdoor adventure company worked with Audio Always last summer to reach parents during the busy holiday period, when families are actively planning activities.
The objective was to build excitement around Go Ape’s experiences and test podcast sponsorship for the first time.
Audio Always curated a campaign across four parent-focused podcasts: Secret Mum Club, Made By Mammas, Naughty Corner and Get A Grip.
The activity was delivered entirely through host-read sponsorships featuring Angela Scanlon, Vicky Pattison, Zoe Hardman, Charlotte Dawson and Sophenia.
Each show carried bespoke creative, with presenters sharing their own enthusiasm for Go Ape alongside a unique discount code. More than 600 customers went on to purchase tickets after hearing the campaign.
Using Podscribe Pixel tracking, Audio Always provided attribution and performance measurement throughout. The company says the campaign delivered a return on ad spend of nearly 500%, equivalent to £4.85 for every £1 invested.
Paul Fernley, Business Development Director at Audio Always, said: “As an industry we know how powerful podcast advertising can be, but we know we can be a little apprehensive about shouting about it.
“This Go Ape campaign saw a first-time podcast advertiser paired with trusted voices, perfectly timed seasonal relevance, and clear performance tracking – which delivered confidence, credibility and outstanding ROAS from day one. We’re proud to have been a part of it.”
Scott Baines, Paid Media Manager at Go Ape, added: “Working with Audio Always was our first podcast sponsorship campaign and the process was very smooth, start to finish.
“It was fantastic to see how engaged the hosts were about our brand – that definitely came through in the creative.
“The audiences were carefully selected based on our peak summer period, and the results speak for themselves.”
