Vistaprint wanted to understand how podcast advertising could influence brand favorability and purchase intent among small business audiences in France. The campaign focused on adults 18 and up who regularly listen to podcasts, particularly audiences already engaged with business and entrepreneurial content.

The study also measured how podcast audio impacted brand perception, message recall, and consideration.

To support the campaign, Vistaprint partnered with AdsWizz and Veritonic to launch a podcast audio campaign paired with a brand lift study.

The campaign included:

• Podcast audio creatives targeting business and entrepreneurial audiences
• Audience targeting focused on adults 18 and up who regularly consume podcast content
• Brand lift measurement to track changes in favorability, purchase intent, and message recall
• Veritonic analytics to evaluate podcast ad performance and listener response

Rather than focusing on reach alone, the campaign was designed to measure how podcast advertising influenced listener perception and purchase intent.

The study revealed measurable lifts across multiple audience segments and brand metrics.

Overall Brand Lift

The campaign drove measurable lifts across multiple brand metrics among listeners exposed to the podcast ads. Exposed audiences showed a +8-point lift in awareness and +11-point lifts in both favorability and purchase intent.

Audience Performance

Audience segments also responded differently throughout the study. Male listeners showed +12-point lifts in awareness and intent and a +14-point increase in favorability, while female listeners recorded a +9-point lift in favorability and +10 points in intent.

Business decision-makers generated strong lower-funnel results, including +10-point lifts in both favorability and intent. Printing and marketing decision-makers showed a +14-point increase in purchase intent.

Custom Printing Users

The campaign also strengthened Vistaprint’s position among custom printing users. Frequent users saw a 19-point increase in awareness, and users who work with a competitor recorded +20 points in awareness and +16 points in intent after exposure.