The Brief

The Digital Tribe were tasked with launching Stephen Fry’s new podcast series, The Dongle of Donald Trefusis. We wanted to raise awareness of the series before its launch on iTunes and drive users to preview the official series trailer. Once launched we wanted to drive direct response in the form of paid for downloads from the iTunes site.

The Solution

Our strategy was to run a pre-launch broad reach display campaign with underlying search support to raise awareness around the series. All users exposed to the pre-launch activity were cookie for re-targeting during the post-launch campaign once the series was available for download.

The Results

The Dongle of Donald Trefusis went to number one in the iTunes download chart in its first week of release. Downloads remain strong six months on!