The Objective
Established in 2005, Wadi Degla Developments has crafted an impressive portfolio of integrated residential, commercial, and recreational real estate communities. Their projects span a remarkable 5.5 million square meters, comprising 16 distinguished developments with 18,000 units in prime locations across Egypt, including Maadi, New Cairo, 6th of October, Ain El Sokhna, and the North Coast.
Reflecting their slogan, “We build for your family,” Wadi Degla Developments launched the podcast series “Family Talks” (كلام عائلي), hosted by actor Sedky Sakhr. The series features heartfelt stories from celebrities about their family lives, sparking meaningful conversations about family and relationships.
By leveraging Spotify’s platform, Wadi Degla Developments deepened their emotional connection with the community, creating a channel that resonates with their core value: family. This initiative not only enhanced brand visibility but also engaged listeners with compelling content, reinforcing their commitment to building strong, connected communities.
The Strategy
To achieve its goal, Wadi Degla Developments and Spotify implemented a multi-faceted approach involving various ad types to maximize the podcast's visibility and engagement. Here are the key ad types used:
Audio Ads: These 30-second spots ran between songs, seamlessly integrating into the user’s listening experience, delivering a direct message about the podcast, enhanced with clickable companion images and CTAs.
Overlay Banners: Static banners appeared when users interacted with the Spotify app, reminding them of the podcast. These banners provided a visual prompt to explore the series.
Native HPTO (Homepage Takeover): A full-day ad placement on Spotify’s homepage, drawing immediate attention to the podcast and driving traffic to streams.
Sponsored Sessions (Rewarded Video Ad): This strategy rewarded users with 30 minutes of uninterrupted listening in exchange for watching a video ad about the podcast. This format engaged users with rich visual content, drawing high attention.
Video Ads: Short video clips highlighting emotional moments from the podcast series, which played between songs or playlists, creating meaningful connections with users. CTR:
The Results
Wadi Degla Developments' Spotify campaign delivered outstanding performance, surpassing the platform’s benchmarks across all ad formats.
Audio ads achieved a click-through rate (CTR) of 0.83%, more than doubling the Spotify benchmark of 0.40%.
Overlay banners followed suit with a CTR of 1.29%, exceeding the standard rate of 0.98%.
The video ads stood out with a 4.00% CTR, well above the 3.85% benchmark, while the Sponsored
Sponsored Sessions saw the highest engagement, boasting a remarkable CTR of 4.47%.
These strong engagement rates reflect the podcast’s success in resonating with Spotify listeners, driving significant traffic to the "Family Talks" series.
As a result, Wadi Degla Developments increased its brand visibility and further cemented its reputation as a community-focused company that values family connections.
