Audible: Words + Music

Online audiobook and podcast service Audible grew brand familiarity, affinity, recommendation and purchase intent in the US with an influencer-led campaign and partnership with Rolling Stone magazine to promote its Words + Music series.

Campaign details

Brand: AudibleAgency: WavemakerRegion: North America

Strategy

Objective

To capture fan and creator attention, our campaign couldn't just talk about the cultural relevance of the series – we needed to contribute to music culture in the same way the series does. Music fans want to discover the unknown of these acclaimed artists and garner a different context for them on their own, rather than it be forced upon them. To ensure Audible succeeded with making Words + Music a destination for music fans, the marketing strategy we activated needed to stealthily insert itself amongst...

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