“Deep Cover: The Real Donnie Brasco” is a true-crime podcast produced by Jam Street Media. Joe Pistone – retired undercover FBI agent who infiltrated the NY Mafia in the late 1970s – shares front-line stories of his time with the mob. Actor and host, Leo Rossi joins him, asking hard-hitting questions aboutPistone’s deep cover work as Donnie Brasco.
Our job was to test the market viability for the podcast, and the results were phenomenal. We discovered a niche audience, and the campaign we ran broke paid ad records for podcasting. Throughtrial and error, we created a successful model for podcast marketing.
Here are the steps we took and what we discovered.
STEP 1: MARKET RESEARCH
We used Facebook’s Audience Insights to search for people interested in content related to law enforcement or the mafia. We created filters for mob-related movies, basing our selection specifically on 90s mafia movies.
Likes: Donnie Brasco (film), Goodfellas, Blow (film) or Casino (film)
And Must Also Match: Interests: Podcast
Detailed Targeting Expansion: Off
STEP 2: CHOOSING THE ASSETS
Choosing the right assets in this campaign was tricky. Recently, Facebook has denied a lot of “sensational” content. Our IP had drugs, gambling, and murders, so we had to be careful. We identified the most provocative clips we could find that Facebook would approve.
STEP 4: MEASURING KPIs
Our primary metric was cost per listen.
In our 12 years in digital marketing, we haven’t seen results like these – not to mention at this speed.
- We found a target audience for “Deep Cover” and can create lookalike audiences after maxing it out.
- We found several powerful assets that scaled sustainably.
- Our cost per listen was only $0.08.
READY TO SCALE YOUR PODCAST MARKETING?
If you want phenomenal results like these, we’d love to work with you! Papi Digital can help you scale from thousands to hundreds of thousands of podcast listeners.
Reach out to us today.