THIS IS NPR. NPR FOR BRANDS.
Inspired by NPR’s iconic audio tag—“This is NPR.”—the “This is NPR. NPR for Brands.” campaign showed how standard industry language—reach, delivery, efficiency—mean more in NPR’s trusted environment. The brand awareness campaign ran in AdAge, Digiday, LinkedIn, and industry podcasts like Business Insider's "Household Name" and "AdLandia".
The campaign delivered 6M impressions and contributed to a 70% YOY increase in inbound leads and six-figures in annual revenue from inbound leads from paid marketing. A pre-/post-campaign survey showed 12% recall of “This is NPR. NPR for Brands.” campaign and 5% increase in consideration of NPR sponsorship among media planners. All campaign creative and copy was developed in-house.