Using upper and mid-funnel tactics, Amazon first-party data, and premium audio inventory, Channel Bakers gave sock brand Balega a massive surge in search ranking and glance views among its target audience.
Branded Search Lift:“Balega Hidden Comfort”
Branded Search Lift:“Balega”
Improvement inSearch Ranking
Glance views increaseduring flight
Made by runners for runners, Balega® socks are crafted to deliver an unmatched feel and performance. Years of research poured into every pair, hand-linked for a seamless design, and tirelessly tested over many miles. These socks set the bar for quality: every single one is hand inspected, far beyond the 1 in 50 industry standard. Balega is not only committed to comfortable, high-performing socks for any occasion but the planet as well. To meet the earth’s plastics problem, Balega utilizes post-consumer plastic waste to create their proprietary Drynamix™ moisture-wicking yarn.
Everyone needs socks, but not everyone has heard of Balega. The premium sock brand needed to increase brand awareness and glance views for their core demographic and lifestyle audiences. Balega also wanted to attract a younger demographic for its sporting apparel and was open to testing mediums they had not used before. While their brand was on Amazon and other digital retail platforms, they had yet to add audio ads to their media plan. With traditional media on the decline and more users on mobile than ever, Balega needed to innovate its marketing mix.
Low Brand Awareness
Small percentage of new-to-brand shoppers and customers
Low Organic Searches
Detail Page Traffic Needed a Boost
Channel Bakers stepped alongside Balega in May of 2022. After learning their pain points and running an audit, Channel Bakers developed and launched an audio ads campaign aimed at boosting brand awareness in the core demographic. The campaign was set to run on a network across Amazon Audio ads supply – Amazon Music’s ad-supported tier, Alexa News, and 3P MSPs on Alexa (iHeartRadio, Audacy, and Pandora). Upper and mid-funnel tactics were implemented, along with Amazon first-party data and premium audio inventory to lift branded search and increase search ranking and glance views.
Awareness campaign had a long-tail. Organic search rate continued to climb even after the audio flight ended.
The BRANDED terms used in the audio ads experienced the largest brand search lift indicating increased awareness.
Page traffic increased during campaign.
If you are looking for high engagement rates, enhanced targeting options,and no ad-blockers on any streaming devices—you need audio ads in your media plan.
See what Audio Ads can do for you.
Achieve over-the-top brand awareness and convert shoppers to buyers with a tune
ROI increase on Prime Day vs prior four weeks
We're passionate about delivering real solutions that provide the outcomes you're looking for.Download this case study and get audio ads best practices.
We’re passionate about delivering real solutions that provide the outcomes you’re looking for.Download this case study and get audio ads best practices.