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The challenge: There are many players on the crypto market. In addition to the multitude of competitors, they all have similar brand names. So how do you stand out from the crowd? Moreover, crypto hasn’t been in the news in a positive manner recently, making it all the more important to build trust in the target audience.’
Reinjan Prakke started the Het Nieuwe Geld podcast in partnership with BNR and Bitonic. The podcast focusses on crypto’s role in the monetary system. Reinjan examines the related factors and dives deep into the subject matter in an independent and critical manner. Bitonic is a bitcoin currency trader allowing you to buy bitcoins online. The sponsoring is minimised to the brand name being mentioned in the podcast’s intro and outro.
Long-term results for Bitonic;
The objectives were achieved by deploying a full media package through multiple channels. Bitonic opted for podcast sponsoring: Het Nieuwe Geld podcast.
In addition, a comprehensive media package was created for Bitonic with 56 radio spots on BNR, 2x ½ print ad in Het Financieele Dagblad, 50,000 Digital Audio spots, 12x BNR and 2x FD newsletter advertorials, 450,000 display banners on the FD and BNR websites, host reads in other podcasts, and a week-long FD homepage advertorial.
One important result achieved for Bitonic through sponsoring and the FD Mediagroep media package is that a survey shows that 82% of all associations with the brand are positive in nature. This demonstrates that when your brand name is associated with a valued podcast, the positive association reflects on the brand. Furthermore, listeners gave the podcast an average score of 8.9.
And as many as 95% of al respondents even knew that Bitonic is the sponsor of the Het Nieuwe Geld podcast. A great result despite Bitonic’s minimum advertising presence. In a highly competitive market, it is a positive outcome that this relatively new crypto player is quickly recognised by listeners, with 84% even stating that they know what Bitonic does.
The last and most important result involves brand consideration and preference. Only 2% of non-listeners stated that they would consider Bitonic, as opposed to 33% of podcast listeners. Moreover, just 1% of non-listeners prefer Bitonic compared to other brands. Among listeners, this percentage rises to as much as 19%.
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