Lumina Foundation has produced its education podcast “Today’s Student, Tomorrow’s Talent” since 2018. It features lots of smart conversations with newsmakers and thought leaders about ways to continue education and training after high school. While the content is great, Lumina initially struggled to get the attention of their intended audiences. So, Lumina reached out to Well Done to create and implement a digital strategy to promote the podcast.
Using a series of video ads featuring animation and audio snippets from the podcast, Well Done delivered a variety of messages to audiences across paid digital and social platforms. The campaign was a success, boosting downloads to 1,000 per day, compared to just a dozen or so in previous months. Click-through rates on Twitter hit an amazing 47%, showing the power targeted digital and social advertising has to connect great content with the right people.