Audible’s mission to unleash the power of the spoken word is of particular importance to parents. Research showed that listening to audiobooks improves reading ability, standardized reading test scores and makes children more likely to enjoy and stay interested in literature. We created a campaign and destination that would celebrate and communicate the value of listening for parents and kids alike with a custom illustrated and animated video featuring “science girl.”

Business goals:

1. Improve the discoverability of kids’ audio with a newly curated kids’ landing experience as well as offer discounted pricing on 1,000 audiobooks for kids.

2. Assess customer appetite and associated business value for a larger kids’ offering in the next year

Creative objectives:

• Capture genuine, personal storytelling moments

• Reflect the playfulness inherent in stories

• Be as broadly applicable as possible

• Connect with parents

• Promote the facts behind the benefits of listening, but focus on the emotional impact

Results

1. Titles priced $1.95 experienced a +1,400% lift in cash purchases, titles priced $3.95 experienced a +1,000% lift in cash purchases during the campaign

2. 92% of titles in the Kid’s Summer Sale had a cash purchase

3. The overall children’s genres experienced an increase of 130bps vs. benchmark of members who picked up a title in the genre after launch.