Founded in 1974 as Mountain Value Seed Company in Utah, True Leaf Market specializes in seed made for high altitudes. and short growing seasons. Despite industry consolidation, True Leaf Market stands out as one of the few independently owned seed companies in the United States.
Brand vertical: Organic Horticulture
Objective: Brand Association and Drive Sales
Target audience: Male and Female gardening enthusiasts
Targeting used: Age 32+, M/W
Spring Flight length: 4 months
Fall Flight length: 4 months
Format: Embedded and Dynamic Ad Insertion
True Leaf Market chose to build a campaign that worked with creators who fit a very particular niche in the sustainability and eco-friendly genre. These creators have a deep connection with their audiences, who trust the hosts in their opinions when it comes to gardening and nature. Through a collaboration with Ossa, True Leaf could effectively reach and engage with their target audience, leveraging an authentic voice and tone that aligns with their desired brand representation.
The second campaign was launched towards the end of the growing season, focusing specifically on cover crops. Given the success of the first campaign in the Spring, True Leaf was able to optimize the results in order to determine which shows would give them the best results when it came to audience conversions.
The authentic and heartfelt tone of the hosts, along with their genuine affection for the product, deeply connected with the target audience of the brand. Upon encountering the True Leaf Market advertisement, podcast listeners were inclined to link the brand and campaign message with the hosts’ overarching philosophies, leading to impressive conversion rates across several shows!
Average Conversion Rate
Host read ads
Visitors to the website as a result
True Leaf Market’s campaign demonstrates that podcasting can be a valuable strategy for high-quality brands seeking to connect with intentional and like-minded audiences, provided the delivery is effective. Want to learn more about running a podcast ad campaign with Ossa? Please email us or schedule a time with our team to chat.
Schedule a call with our team to get started with your next campaign.