Marketplace

Bringing New Ears to a Public Radio Institution

Marketplace was looking to expand their listenership by telling their story in a new way that could connect with a younger, more diverse audience. They needed a way to make their financial reporting feel personal and immediate to an audience that feels shut out by traditional money media. We created the Economics You Can Use campaign to show how Marketplace’s high quality, human-centric journalism turns abstruse economic events into meaningful information that can help people understand how the world of money affects their own lives. We launched a lean, highly targeted channel strategy spanning search, social, YouTube, and podcast sponsorship to meet their prospective audience exactly where they live. The campaign dramatically outperformed every KPI goal they set.

Campaign

Creative Direction

Copywriting