Driving Awareness via Audio for Twilio

Twilio Inc. is a cloud platform company, which provides programmable communication tools for making and receiving phone calls, sending, and receiving text messages, and performing other communication functions using its web service APIs.

The Twilio Ask:

With the pandemic eliminating in-person events in EMEA, Twilio struggled to stay top of mind with their key customers. As they relied heavily on in-person events, local awareness levels were dropping.

Mediasmith’s Approach:

• Podcasts were becoming even more essential during 2020, as they provided an escape for listeners.
• We developed a curated list of podcasts that targeted BDM and IT/Web Development audiences.
• A post-campaign survey was implemented to measure brand/ad awareness and brand metric lifts for audio podcasts (a notoriously difficult tactic to measure).

Learnings and Results:

• More than half of the exposed audiences recalled Twilio advertising, and every brand metric showed uplifts.
• Traffic and inquiries increased in all regions running the program
• Podcasts have since become a staple platform for Twilio and are proving successful across all their products