Wondery is among the largest podcast publishers in the U.S. Launched in 2016—and made famous through its emotionally immersive podcasts—Wondery became the fastest network to join the Top 10 rankings by Podtrac, propelled by hit programs such as Dirty John, Dr. Death, American History Tellers, Business Wars, Hollywood & Crime and Gladiator.
In the Wondery TikTok Growth Campaign, my role was pivotal in transforming their TikTok presence. Faced with the challenge of limited visibility and growth, I deployed a multifaceted paid strategy to elevate their engagement on this key platform. This strategy involved promoting standout organic content using Spark Ads, tailored to resonate with the platform's dynamic audience.
A critical aspect of the approach was creating and testing multiple audience segments, each aligned with specific content themes like Business, Comedy, or Mystery. The campaign achieved a more impactful and meaningful connection by targeting these curated groups with relevant podcast topics. This strategic targeting, combined with ongoing audience and content testing and real-time optimizations, ensured the most effective budget use, significantly boosting Wondery's visibility and growth on TikTok.
6.2M AD IMPRESSIONS
5.9M VIDEO VIEWS
57K NEW FOLLOWERS
200K ENGAGEMENTS
