SXM Media and Buick Partner on "Office Ladies" Podcast to Steer the New Envision Toward Young Women

Office Ladies is hosted by Jenna Fisher and Angela Kinsey cast members on The Office now a fanfavorite on streaming video On the podcast Fisher and Kinsey who are also best friends rewatch episodes then dish on backstories insider details and personal memories For the special Buicksponsored quotMonday Motivationquot bonus episode the automaker asked Fisher and Kinsey to turn the tables revealing what goes into making the podcast and how they manage their busy livesAs more brands including automakers experiment with podcast advertising Buick is endeavoring to go beyond traditional spots The carmaker is trying to reach younger consumers particularly women and show off its fresh designs and hightech features That called for an innovative play that cut through the clutter With its fastgrowing audience and datarich targeting capabilities SXM Media39s digital audio portfolio offered Buick the ideal toolsquotWe have a lot of really valuable data that our automotive partners come to us to activate and we also have that perfect marriage of content and talent from music to podcasting to sports or talkquot said Juliette Ferrara SXM Mediaamp8217s Automotive Head of Industry quotWhatever audience and whatever passion point you39re looking to activate as a brand we have that in spadesquotSXM Media the newly formed sales and marketing division for Sirius XM Pandora Stitcher and SoundCloud specializes in custom brand activations and identified Office Ladies as an ideal match for Buickamp8217s target audience In a first the team set out to activate Office Ladies39 audience on both Stitcher and PandoraOffice Ladies offered Buick those attributes and more amp8220Younger females love the Office Ladies podcast and that39s a really important demographic for Buickamp8221 she noted amp8220Jenna and Angela are also incredibly relatable If you39re a woman in that middleofyourlife stage where you39ve got a career that you39re trying to grow and you39ve got a family or home to manage their stories are something that resonatesamp8221Ferrara said podcasts including Office Ladies are powerful advertising vehicles because they deliver engaged audiences who listen in intimate environments including their cars and homes and through earbuds creating powerful leanin experiences Also listeners regard their favorite hosts as trusted sources of information When they recommend a product or service their listeners take note In fact brands that advertise in podcasts regularly report higher brand affinity and product engagement among listenersAs hosts Fisher and Kinsey were invested in the partnership On the episode they shared that on a Zoom planning call Buick representatives said they were fans of the show and identified them as quotmultihyphenatesquot who juggle several roles in their work and personal lives For Buick that aligned Office Ladies with the Envision39s positioning as a vehicle for busy professionals who appreciate convenience and luxuryBuick lent a new Envision to both hosts so they could experience the vehicles and report back Both Kinsey and Fisher raved about it commenting that the ride was luxurious and the hightech integrations helped them manage their hectic lives including working in the car on the invehicle WiFi Kinsey said the heating cooling and massaging seat were among her favorite features When it was time to return the cars both women wished they could keep themSuch firsthand reviews Ferrara noted create authentic experiences that listeners can relate to quotYou never felt like it was scriptedquot she said quotThey were talking from the heart and you knew they39re pulling from their real personal experiences with the EnvisionquotWhile the car was the star the episode hewed to Office Ladies39 usual format For most of the 45minute podcast Fisher and Kinsey dished about their friendship working from home what goes into producing the podcast and their strategies for managing stress Of course they mentioned how the new Envision could help with all that juggling The result was an intimate insider39s experience brought to you by Buick rather than a long informercialquotI turned off the episode and felt like I39d just sat down with a girlfriend for an hourquotamp160Ferrara said quotTo be able to put Buick and the Envision and all of its features right in the middle of that of experience there is a halo effect that happens for the brandquotEarly data indicates the partnership has been a success The episode was downloaded more than 500000 times during the first week and a special Nielsen study reported that listeners had significantly higher brand affinity for Buick and were more likely to seek out information about Buick and the EnvisionGoing forward Ferrara expects that Buick as well as other GM brands and car companies will seek out custom integrations quotPodcasting is a new space and we have something for everyonequot she said SXM Media can use genre and audience targeting to align a carmaker with podcasts that will deliver their desired consumers For more custom work Ferrara added SXM Media can craft sponsored episodes a series of hostread vignettes or even an original branded podcast With podcasting the options are limitlessquotTo have a very unique voice and showcase their product brand story or their message in a really relevant or entertaining way that is gold for marketersquot she concludedClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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SXM Media and Buick Partner on "Office Ladies" Podcast to Steer the New Envision Toward Young Women

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Alli Romano

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

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SXM Media and Buick Partner on "Office Ladies" Podcast to Steer the New Envision Toward Young Women

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