Calling an Audible

Audible wanted to build brand awareness and drive website traffic, and needed a way to matter inside a high-attention sports moment rather than relying on audiobook category messaging. Influential found its hook in the brand's own name: calling an audible is football language for a quick change of plan, which made NFL draft season a natural moment to own. Draft season concentrates attention on newly drafted players whose careers hinge on adapting fast, the same idea the phrase carries in everyday speech, giving an audio subscription brand a reason to appear in feeds built for visual entertainment.

Influential recruited a small roster of recent draft picks, including Desmond Ridder, Sam Howell and Malik Willis, to film short videos about what calling an audible means to them on and off the field, tying those quick pivots back to how they use Audible. The films were distributed organically on the players' own accounts across TikTok, Instagram, Snapchat, Twitter and Facebook.

Structuring each video from sport to life to product let the endorsement land inside a personal story rather than as a direct ad, and spreading it across five feeds gave the idea distribution without depending on a single platform. Influential reports 250K organic video views, an 8% engagement rate, 98% non-negative sentiment and a 69% view-through rate. All figures are self-reported, the benchmarks behind them are undefined, no launch date is given, and the website traffic outcome, a stated objective, was not disclosed.