Whilst Audiobook purchases now account for 5% of consumer book spending in the UK, Audible still needed to inspire people to use audiobooks and become the app of choice when they had mindful time to fill.
DRUM were tasked to tap into this rise in aural culture across the summer holidays, when people are most likely to purchase audiobooks and are inspired to listen to audio content on their holidays.
DRUM partnered with The Guardian to create ‘Listen Up’, a 24-page guide to the best audiobooks, podcasts, audio dramas and more. The guide included articles for travel-lovers such as ‘The Listener’s Guide to Literary Greece & Paris’, ‘Critically Acclaimed Audiobooks for Easy Beach Listening’, and helping parents with ideas in ‘How to Keep Your Kids Entertained on a Summer Road Trip’. We also directed readers to the different types of content available on the app.
Alongside the guide, DRUM partnered with Shazam to enable users to Shazam the supplement and listen to extracts from popular audiobooks. The partnership was supported by 16 articles online, a takeover of The Guardian’s Books page and sponsorship of the Guardian Books podcast.
The content was designed to encourage people to try out Audible by showing off its breadth and the quality of the production, in doing so helping readers make richer use of their down time.
• 129,306 unique users
• 4.9m campaign reach
• Average dwell time of 2 mins & 10 sec (44% above The Guardian benchmark of 1 min 30 secs)
• YouGov consideration rise – 38% would consider Audible the brand for me.