Podcast Advertising Case Study: CPG / Healthcare
How Calpol Built Brand Awareness Through Podcast Advertising in South Africa
A multi-platform audio campaign using long-form voice storytelling to drive recall, brand image, and interest.
Audio Campaign Summary
Client
Haleon (Calpol)Industry
CPG / HealthcareCampaign Types
Awareness, Programmatic AudioAudio Format
Podcasts, web radio, streamingAudience Profile
Adults aged 18–55 in South AfricaObjective
Haleon wanted to drive awareness and positive brand perception for Calpol Tablets among adult consumers in South Africa.
Campaign Execution
Next Audio distributed a 30-second English audio creative across podcasts, web radio, and streaming platforms. Podcast advertising was selected to enable longer-form storytelling, emotional connection, and higher ad recall compared to skippable formats.
Podcast, web radio, and streaming distribution
30-second audio creative
Focus on recall and brand storytelling
Results
Uplift in recall
Uplift in brand image
Uplift in interest
Listen To The Ad
Calpol
Awareness
Programmatic Audio
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