Background

In 2018, iHeart and a well-known biotechnology company launched the inaugural season of Spit, designed to reimagine listener’s relationship with genetic testing through an editorial-first approach that gave storytellers and scientists a platform to discuss DNA and how it changes our lives and the world around us.

Brand Objective

Relaunch Spit with a creative new approach that drives the consumer believe that they can learn meaningful insights about their health by studying their DNA and genetics. Content should mirror the vast possibilities unlocked by understanding meaningful data behind your DNA by highlighting various voices that allow a diverse audience to connect with the narrative.

The Ruby Answer

Leveraging iHeart’s diverse slate of podcast creators, we built a cohesive series that examined how learning more about your health traits unlocks unique possibilities in relationships with yourself, your family, your friends, and life itself through a series of unique episodes. Each host explored the health traits delivered through a brand-run genetic test and used those distinct condition results to help shape their original episode. How did a curiosity podcast host explore the fact that they have a common gene for diabetes? How would an interview host shape an episode of their podcast after learning they have the BRCA1 or BRCA2 gene? Each host built on their established show’s identity to ladder up to a larger narrative that highlighted the benefits of DNA testing. Explore Spit's microsite here.

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RESULTS

+32%

Increase in unaided brand awareness

+23%

Lift in awareness of the brand’s health portfolio

+80%

of Listeners took action to learn more about their health

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Want to see how your brand can reach a specific audience through custom audio content? Get in touch with the Ruby team today.

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