NPR podcasts connect Odoo with IT Decision Makers

NPM Creative partnered with Odoo, an open-source suite of integrated business applications, to craft custom sponsorship messages and bring awareness to their brand across NPR podcasts. The campaign drove awareness, favorability, and consideration among listeners, especially among those who said they have high say in their company’s decision making.  

Objective

Odoo focused on making an impact with business decision-makers via its NPR podcast campaign and sharing the value of its business management solutions. 

Solution

Odoo’s NPR podcast campaign included four custom audio spots developed by NPM’s in-house creative team highlighting the power of a centralized software solution. The campaign also used both Veritonic Brand Lift and Creative Measurement to test impact and maximize future opportunities.

Results

The NPR audience over-indexes in the brand’s target listeners, with 44% of NPR podcast listeners saying they are a decision maker within their workplace. This direct access to Odoo’s target audience drove high impact for the brand: the Veritonic Brand Lift test found that among high-level decision makers there was a particularly high lift in consideration of Odoo’s software services. 

The brand’s creative testing also found that direct and informative messaging with language highlighting the simplicity of Odoo’s services elevated the success of their sponsorship messages. Spots utilizing this clear copy approach received particularly high scores for being Helpful, Authentic, and Trustworthy. 

Overall, the campaign saw strong impact thanks to NPR’s high concentration of executive decision makers, and NPM Creative’s craftsmanship and use of creative testing to tailor Odoo’s message to these listeners. To learn more about how to activate custom solutions for your brand, visit NPM Creative’s page.

Connect with NPR’s engaged audience with a compelling brand message from NPM Creative. 

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