N26 “Our collaboration with the podcast ‘Poco se habla’ has resulted in new clients”.

The influencer marketing agency Keepers has hosted the webinar Podcast advertising and the success story of N26 & ‘Poco se habla’, featuring Sergio Barreda, CEO of Keepers; Pilar Torner, Acquisition Partnerships Manager at N26; and Adrián Gastón, Social Media Manager at N26.

Together, they analysed the success of the collaboration between N26 and the podcast hosted by Ana Brito and Xuso Jones, which delivered record brand awareness figures and a clear increase in new customers.

A strategic bet with real impact

At a time when 60% of the Spanish population listens to podcasts every month and audiences spend more than nine hours a week consuming this format, N26 and Keepers identified a clear opportunity to connect with their target audience: adults aged between 25 and 50, a profile closely aligned with the listeners of Poco se habla.

As Pilar Torner, commented during the webinar: “We chose this podcast not only because of its audience data, but also because we shared tone, style and values with the project. We wanted to integrate ourselves into the conversation with the audience, not interrupt it”.

This organic integration, combined with a strategy of consistent presence, enabled N26 to achieve more than 8 million cumulative impressions, a 28% increase in brand awareness during the first season, and a direct impact on results. In one of the campaign months, approximately 8% of new accounts were linked to the podcast.

Reflecting on these results, Adrián Gastón added: “The most interesting thing has been how the audience has taken ownership of the content, generating spontaneous conversation in networks and multiplying visibility beyond the podcast itself.”

Keys to success: naturalness and repetition

From Keepers, Sergio Barreda, CEO and founder of the agency underlined the effectiveness of podcast advertising: “Repetition and authenticity are key. A podcast listener trusts the listener and remembers more of what they hear. In fact, podcast ads generate up to 4.4 times more brand recall than other digital formats.”

In addition, the amplification and consumption strategy for the podcast was designed to be 360º, combining audio, video podcast formats and social media. The result was an activation that felt both natural and highly effective.

A formula exportable to other brands

The case of N26 & ‘Poco Se Habla’ demonstrates that the podcast is not just a passing trend , but a strategic communication tool, with a growing audience and high advertising recall capacity.

With more than 3 million listeners in 2023 and more than 10 hours of weekly consumption, the podcast allows brands to connect with different profiles with credibility and proximity, consolidating itself as one of the media with the highest return in terms of perception and engagement.

As Sergio Barreda summarizes: “We are convinced that podcasting is not only the present, but the future of branded content: it connects, excites and converts”.