Brand of VriendenLoterij strengthened by narrative podcast Topstukken
The first research in the Netherlands into podcast brand effects
The number of podcasts from advertisers in the Netherlands has grown explosively in recent years. But how do brands benefit from this, regardless of reach? Audio agency Airborne and research agency MediaTest researched the brand effects of narrative podcasts for the first time in the Netherlands. For this the cultural show Topstukken ('Masterpieces'), from VriendenLoterij, was used.
Significant increase in positive attitude and behavior
VriendenLoterij launched Topstukken last year. The aim was to add a substantive layer to the brand and to emphasize that the organization structurally supports the culture in the Netherlands. For the research into the brand effects of this narrative podcast, more than 100 respondents listened to an episode about Vincent van Gogh's latest work.
The listeners rated the episode with an average of 8.2. Conveying the important message, that VriendenLoterij supports the cultural sector, appears to be successful. The majority of the respondents also think that this show is a very good match for the brand.
The narrative podcast also has a significant positive effect of almost + 30% on the attitude towards the VriendenLoterij: the brand is perceived as "more sympathetic" and "friendlier". Listeners find the stories of Topstukken educational and after listening to the podcast they associate the brand significantly more often with culture. The percentage of voluntary listeners who say they want to participate in the VriendenLoterij has almost doubled.
About the research
At the end of March 2021, 217 respondents took part in this survey. Of these, 110 consumers listened to the VriendenLoterij episode of 'The last work of Vincent van Gogh'. The other participants were the control. Both groups got the same questionnaire so that the branding effects of the narrative podcast could be determined. In addition to these effects, the attention score of the listeners was also measured during the podcast. The average age of the panel is 28 years, the male/female ratio is nearly 50/50 and approximately 70% of the respondents listen to a podcast daily, and at least once a week.
“We are pleased with the insight into these results. In addition to a high completion percentage of 94% and the fact that 2/3 of the listeners subscribe to Topstukken, we now have more insight into the effect of our investments in this series. It is demonstrably an addition to our other marketing efforts.” - Sandra van Balveren, Head of Commercials and Podcasting at Goede Doelen Loterijen (parent company of VriendenLoterij)
“It is incredibly inspiring to make the show Topstukken and to show how special and valuable Dutch cultural treasures are. It is fantastic that our enthusiasm leads to sympathy for VriendenLoterij and also encourages people to visit the museum more often.” - Albert Verlinde, host Topstukken
“We already knew from small-scale and international research that high-quality storytelling works extremely well to achieve brand objectives. This research underscores this and we are pleased that we have made this investment in knowledge and can now share it with any marketer who wants to work evidence-based, including digital audio.” - Jeroen de Bakker, managing partner Airborne
“We have used our knowledge and experience with concept, campaign, content, and online video research to measure the brand effects of a storytelling podcast for the first time in the Netherlands. It is a very educational project with very good results. This surely asks for more research." Stephan van Furth, managing partner MediaTest
About Topstukken, from VriendenLoterij
Albert Verlinde interviews museum experts about their favorite masterpiece from the collection. They share the surprising stories connected to these special objects. Learn more about this podcast and its episodes at topstukkendepodcast.nl
About the VriendenLoterij, audio agency Airborne and MediaTest
VriendenLoterij is the culture lottery of the Netherlands. Every month 781,000 participants play in the lottery. By joining, they contribute to all forms of culture in the Netherlands and have a chance of winning great prizes.
Audio agency Airborne is the most experienced and award-winning branded podcast specialist in the Netherlands. Airborne creates engaging storytelling podcasts and connects people to brands like KLM Royal Dutch Airlines, Rituals Cosmetics, ANWB (Dutch Touring Club) and the Rijksmuseum.
MediaTest is a renowned market research agency that researches, measures and tests communication and media. MediaTest helps its clients with targeted advice to use communication and media better and more effectively. Its links data to the person behind this data, uses new techniques and creative solutions and combines this with unique benchmarks.