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Martell and Guys Next Door’s “Black History Month Experience” drives a 130% lift in purchase intent among podcast listeners

Martell and Guys Next Door’s “Black History Month Experience” drives a 130% lift in purchase intent among podcast listeners

2022.08.09

As a brand that celebrates black creatives, uplifts the community and spreads joy throughout the year, Martell came to Acast seeking to bring its existing platform into the audio space in an authentic and credible way.

In partnership with Guys Next Door – hosted by Tristan ‘Mack’ Wilds, Mouse Jones, and Ryan ‘FlyRy’ Fletcher – Martell and Acast Creative produced a four-part series interviewing music, fashion, comedy and entrepreneurial experts.

Bringing honesty and humor to each episode, our hosts and their guests shared the stories they hold dear as they continue to honor their passion and creativity, the joy of community, and so much more. With additional sponsorship reads across Acast Creator Network Black Voices shows like Naked Beauty and Bachelors In the City, the series resulted in:

  • A 258% uplift in Black-identified listeners choosing Martell over competitor cognac brands after exposure to the branded series
  • A 130% overall lift in listeners choosing Martell over competitor cognac brands after exposure to the branded series
  • An 80.75% average listen-through rate

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