Background

U.S. Latino listeners are one of the fastest-growing podcast listening segments today. In 2020, 18% of the U.S. population identifies as Hispanic/Latino, but only 11% were tuning into podcasts. Industry research showed that Latino listeners were trailing other demographics not because they were not interested in podcasts; according to them, the current podcast landscape did not offer content made specifically for them.¹

In 2021, Ruby, in partnership with a luxury vehicle manufacturer, seized the opportunity to create content specifically designed to meet the underserved podcast demands of U.S. Latino podcast listeners.

Brand Objective

This luxury vehicle manufacturer sought unexpected ways to connect with their Latino consumer base. This innovative solution needed to go beyond what the competition was doing in the audio space and communicate their brand messaging, vehicle line-up, and benefits to U.S. Hispanic listeners.

The Ruby Answer

We Built A Bi-Lingual Modern AudioTelenovela Podcast Series With Lincoln At The Center. With only 4 weeks from greenlight to launch, Ruby built highly customized in-story integrations and custom audio content to help achieve large outreach goals.

And every juicy telenovela needs its own gossip-filled recap show, so we created one that lived within the ad spots of PSOB. These 72 spots were so ingrained in the series' ethos that some listeners reported not knowing they were listening to an ad spot– a huge win for product placement. With its own branding outside of PSoB, Tea with Tatiana, the host, Tatiana, offered listeners chisme about the characters and their storylines while simultaneously promoting the client’s vehicle lineup. Strategically, the pre and post-roll focused on the SUV manufacturer's brand messaging, while the mid-roll featured both the brand and a product highlight. We focused on integrated and cohesive storytelling within the spots, with multiple moments to seed the brand and product messaging, building to an endorsement from the “show host” that built brand credibility and consideration with the Hispanic audience.

This approach highlights how contextually relevant content and proper media weight levels targeted at the right consumer to drive success for a brand.

Princess of South Beach is currently being developed by Gina Rodriguez as a live-action telenovela for Netflix.

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RESULTS

+17%

Listeners reported they wanted to learn more about the SUV maker after hearing ads

+22%

Recognized the brand’s commitment to the Hispanic community

+80%

Thought the content was the right fit for the brand

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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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^{1- Source: Edison Research Latino Podcast Listener Report 2020}

^{Results- Lucid Brand Lift Measurement Study Q4 2021}