Jenny Craig can also be testing programmatic podcast advertisements on Spotify for her New 12 months’s marketing campaign.
“Like everybody else, we’re seeing all the thrill round podcast stock,” mentioned Jenny Craig CMO Dan Hofmeister. “We began dabbling in audio in the midst of final yr, noticed some first rate success, after which added podcast stock to our fall ’22 marketing campaign,” he continued, including that his crew is now “leaning extra straight” into the channel.
The model opted for programmatic relatively than host-read advertisements as a result of it is nonetheless within the “take a look at and study” part with podcast advertisements, he mentioned. Programmatic, he mentioned, “is a method for us to see how a sure stock is carried out in several areas and get a very good sampling in an environment friendly method.” Hofmeister additionally mentioned that, no less than for now, programmatic podcast advertisements are cheaper than host-read advertisements.
The bigger marketing campaign is predicated on two TV spots. The primary, known as “One Day,” follows the actual lifetime of Jenny Craig members alongside the trail of their “in the future” desires. “All of us have that ‘in the future’ dream: that I can match right into a gown, or I can play with youngsters, these forms of issues,” Hofmeister mentioned. “We wish to assist reside out how our members have fulfilled that dream with Jenny Craig as their companion.”