Building on the success of its previous campaign, Odoo brought its sponsorship message to both NPR podcasts and radio this year to connect with engaged business leaders. The open-source software brand saw significant gains in overall awareness, favorability and consideration among key NPR listeners, demonstrating the power of a continued presence to maximize campaign performance.
Objective
Odoo aimed to boost awareness and drive consideration for its software among influential business decision-makers.
Solution
The NPR audience is a natural fit for Odoo with 47% of podcast listeners and 63% of radio listeners reporting high or moderate authority in their company’s decision-making.
To connect with these key professionals, Odoo ran dynamic audio placements across top-performing NPR podcasts, including NPR News Now, Planet Money, Wait Wait…Don’t Tell Me!, and a premium position on Up First. The brand also expanded its reach with a targeted Audio Interstitial on the NPR app.
On broadcast radio, Odoo targeted management-level professionals within the technology and SaaS sectors through messaging on flagship programs like 1A, All Things Considered and Morning Edition. This cross-platform approach ensured Odoo maintained a consistent footprint while keeping the brand top-of-mind.
Results
The campaign successfully generated strong lifts across both targeted decision-makers and total listeners. Radio placements delivered impressive gains in total awareness, favorable opinion and purchase intent compared to non-listeners.
