Brand Soundscapes Sponsor Case Study
To support the release of the all-new Niro – Kia’s first-ever hybrid crossover – National Public Media worked with Kia to activate NPR’s newest sponsorship offering, Brand Soundscapes. Kia’s Brand Soundscapes are original audio stories featuring interviews with the makers of the Kia Niro sharing the craft behind the car. The interviews were featured across NPR One, NPR Podcasts and NPR.org, and included voices from Kia’s design and strategy teams.
Kia’s 15-second audio interstitials on NPR One drove a strong 0.25% CTR, and Brand Soundscapes enhanced conversion even further. More than 13% of listeners who heard a Kia Soundscape on NPR One clicked through to the automaker’s website.
And after placement in just two episodes of NPR’s Hidden Brain podcast, listener surveys revealed more positive perceptions of Kia’s design, versatility and environmental consciousness – all priority brand messages. Most critically, listeners were more likely to consider Kia the next time they were car shopping.