The Situation
With growth increasingly tied to strong market visibility, businesses in France are turning to marketing solutions to remain competitive. Vistaprint, a leading provider of custom printing and digital design services for small businesses, sought to strengthen brand awareness and understand how its marketing resonated across key audiences.
To meet this challenge, Vistaprint partnered with AdsWizz and Veritonic to activate a podcast audio campaign and measure its impact through a comprehensive brand lift study.
The Solution
The brand lift study targeted adults 18+ in France who frequently listen to podcasts across a variety of genres. Veritonic incorporated segmentation questions to determine respondents’ workplace environments, their involvement in printing or marketing decisions, and their existing usage of printing services.
The study measured shifts in awareness, favorability, current usage, and purchase intent to offer a full-funnel view into Vistaprint’s position in the French market.
The Results
Vistaprint’s podcast ads drove significant lifts across all brand metrics, with exposed audiences showing +8 points in awareness and +11 points in both favorability and intent.
Male listeners showed strong resonance with the ad, with +12 points in awareness and intent and +14 points in favorability. Female listeners lifted +9 points in favorability and +10 points in intent.
Business decision makers drove lower-funnel increases, including +10 points in both favorability and intent. Printing and marketing decision makers generated +7 points in awareness and favorability and +14 points in intent.
The campaign also strengthened Vistaprint’s position among users of custom printing services at different usage levels, revealing clear opportunities for retention and conversion:
- Frequent users who order custom printed materials three to five times a year saw a 19-point increase in awareness.
- Light users who order one to two times a year showed strong potential for conversion, with +15 and +18 points in favorability and intent.
- Competitor users emerged as another valuable segment, recording +20 and +16 points in awareness and intent after exposure.
The campaign not only delivered strong KPIs but also revealed audience-specific insights that empower Vistaprint to refine and personalize future targeting strategy across the French market.
Technology for a sound world.
