Audio testing

Copywriting for podcast, Pandora, and old school radio testing

CHALLENGE: There’s a new-to-Vrbo platform out there called podcasts and streaming radio. Can we tap into our target audience using audio ads?

SOLUTION: Let’s test it with a series of host-read ads on Ted Talks Daily, The Moth, Reveal, 99% Invisible, and The West Wing Weekly, plus a couple of produced spots to run on Pandora and Spotify. Our biggest hurdle was knowing that this audience might not be familiar with Vrbo, or vacation rentals in general, so we had exactly 15-30 seconds to grab attention and direct listeners to learn more.

Oh, and the messaging needed to relate to each podcast in some way. No problem.

HOW I HELPED:

  • Researched each podcast’s general content, audience demographics, and audience interests

  • Copywriting for all scripts and talking points

  • Worked closely with the marketing and legal teams to finalize scripts and talking points

  • Art direction for voiceover creative given to our external agencies and vendors

Team: Vrbo Creative Department

TED_Talks_Podcast_Thumbnail_Audio_600px.png