Minnesota public Radio

A part of Minnesota Public Radio, The Brains On! Universe is a wild mix of five kid podcasts—Smash Boom Best, Brains On!, Moment of Um, Forever Ago, and Charm Words. Born over a decade ago, these shows have exploded in popularity. After more than 10 years of growing up, these shows launched their first-ever paid media campaign to spread the fun and boost Smarty Pass sign-ups.

Concept: Ask Away

Why settle for "because I said so" when you could actually know? Brains On! Universe dares to ask the impossible, the hilarious, and the downright absurd. This campaign is about turning kids' never-ending curiosity into bold questions that make us stop, think, and laugh. It's time to embrace the chaos of imagination and stop pretending we have all the answers. Let's spark more questions, more jokes, and more moments that leave us scratching our heads.

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Results:

CTR rose 68% with optimizations to placements, budgets, and creative
Creative and media drove increases across all key KPIs
Boosted listenership and email subscriptions for the brands