Audio content as an emotional brand ambassador
The challenge was to digitally reposition the established children's brand Bärchen and establish an emotional connection with young families through audio content. The audio plays that have already been produced should open up a new communication channel that reaches parents and children where they consume media on a daily basis. The aim was not only to attract new listeners, but also to strengthen the Reinert brand as a value-oriented family brand.
Strategic campaign design with data-based targeting
KB&B developed a multi-stage audio campaign, which was implemented over three strategically planned flights between Q4/2024 and Q2/2025. The focus was on a 28-second audio commercial, which teased the adventures of the Bear Gang and was visually supported by an accompanying companion banner.
The campaign strategy included:
- Three consecutive flights lasting four weeks
- Targeted targeting using interests and environmental parameters
- Continuous optimization based on performance data
- Direct link to the Spotify channel for the radio drama series
Particular attention was paid to reaching target groups: The combination of interest targeting (based on the listening behavior of young parents) and environmental targeting (playing out in contexts close to children and families) made it possible to achieve a precise approach without loss of wastage.
Measurable success with convincing performance
The campaign significantly exceeded the goals set and proved the effectiveness of audio content in family marketing:
Primary KPIs (audience acquisition):
- 968 new listeners for the Bärchenbande
- 2,122 streams generated across all flights
- An average of 2.19 episodes played per new listener
Secondary KPIs (brand awareness):
- 2.76 million impressions with an efficient CPM of 5.04€
- 2.38 million fully played audio ads
- Exceptionally low cost per lists of 0.006€
