August 8, 2024
One in a while a partnership is so perfect we can't help but smile. The latest Brooks Running and Normal Gossip campaign marries passion and purpose to deliver Brooks' message to Normal Gossip's vast audience with authentic custom content developed by the hosts themselves. Let's take a look at how this partnership came to be and how custom ad reads are connecting with listeners to deliver ROI for Brooks.
Brooks Running is an industry-leader in high-performance men's and women's sneakers, clothing, and accessories. To launch their new branding campaign, "Let's Run There," they sought to deepen connections with their target audience by aligning with influential voices in culture through meaningful partnerships.
Soundrise immediately thought of Normal Gossip, a top 100 show with a growing and loyal audience. Host Kelsey McKinney and producer Alex Sujong Laughlin are becoming part of the cultural zeitgeist, curating thoughtful (and funny) conversations from listener-submitted gossip stories that everyone can relate to.
We knew the audience would respond to Brooks' inclusive message, but what tied the shoelace on the partnership was Alex's personal passion for the brand. She's been a loyal Brooks customer throughout her personal running journey and jumped at the chance to share the brand with listeners.
Once we had the green light, the Normal Gossip team got to work sharing Alex's running story in a series of narrative extended host-reads sponsored by the brand. Sequential ad placements in episodes drove brand recall and momentum for Brooks as listeners tuned in to hear the next installment of Alex's story.
To go the extra mile, Alex recorded some of her custom reads on the go (in her Brooks sneakers!) for a truly authentic experience. Listen to one of her custom spots here to experience the level of customization and passion that she brought to the campaign.
This custom advertising campaign between Brooks Running and Normal Gossip featuring authentic extended host reads, seamlessly married the strengths of podcasting with the brand's campaign goals. The intimate environment and high listener engagement inherent to podcasting provided an ideal platform for Brooks Running to bring their brand to life through compelling storytelling.
By leveraging the trusted voices of the podcast hosts, Brooks Running deepened connections with consumers, resonating with their target audience on a truly personal level. This approach not only amplified brand awareness but also fostered a genuine connection with listeners, aligning perfectly with Brooks Running's mission to inspire and support every runner.
Three cheers for our Brooks Running client, the whole team at Normal Gossip, our network partner PRX, and the Soundrise operations team for the creative collaboration that resulted in one of the best examples of a podcast-brand partnership.
