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Takin' A Walk Podcast Soars With Moxi's Meta Advertising Expertise
OBJECTIVE:
Takin' A Walk aimed to expand its podcast audience through strategic Meta advertising, driving listeners to Apple Music while testing Spotify as a secondary platform. The campaign focused on supporting new episode launches with featured artists, optimizing for podcast listens and social media growth across Instagram and Facebook. Through targeted campaigns and efficient ad spend, the goal was to establish a strong presence in the music history podcast space.
STRATEGY:
​The campaign implemented a multi-faceted approach focusing on three key areas: Facebook follower growth, Instagram engagement, and podcast conversion campaigns. Specifically, they:
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Created targeted follower campaigns using artist interviews and content featuring recognizable names
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Developed Apple Podcast deep links in Artist Hub to streamline the listener journey for the conversion campaign (Apple Podcast plays)
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Optimized ad spend by focusing on highly engaging content with popular artists
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Directed traffic primarily to Apple Podcasts.
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Leveraged video content to drive strong completion rates (ThruPlays)
RESULTS:​
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Consistently #1 on Apple Podcast Music History and #2 on Apple Top Music Podcast
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Facebook followers: Grew by 7,500+ (7,700% increase) since March 2024
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Instagram followers: Increased by 2,500+ since March 2024
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Apple Connect followers: Grew from 349 to 24,500 (6,920% increase)
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Monthly listeners: Increased from 136 to 1,500+ (1,000% increase)
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Total plays: Rose from 1,100 to 5,400+ (390% increase)
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Standout campaigns:
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Rita Wilson episode: 5,717 conversions at $0.04 each with 15% CTR
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Alex Lifeson episode: 8,658 conversions at $0.06 each with 17% CTR​​​
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