Case Study: iHeartMedia boosts podcast listens and app downloads with Brand Knew

iHeartMedia drives nearly 20% of Ron Burgundy Podcast listens with Brand Knew

iHeartMedia sought to diversify its core broadcast offerings by investing in podcasts, specifically launching The Ron Burgundy Podcast. They tapped their existing vendor, Brand Knew, to handle the digital promotion for this major new initiative.

Brand Knew implemented a strategy leveraging iHeartMedia's brand equity and the popularity of Will Ferrell's character, using digital retargeting, audience expansion, and machine learning data modeling to find new listeners. In the first two months, Brand Knew's paid efforts drove nearly 20% of all podcast listens and associated app downloads, helping the podcast surpass two million listeners per episode in its first season.

iHeartMedia