
Featured Client: IQBAR
IQBAR & Strategic Media:
A Partnership That Delivers Results
When IQBAR first approached Strategic Media to “boost their brain” with the power of audio, the goal was clear: create compelling ads that showcased the brand’s unique position as a better-for-you bar that people actually wanted to eat.
Having outgrown its early startup phase, IQBAR was ready to invest in a podcast-specific campaign that would reach millions of listeners across diverse platforms.
What started as a test campaign quickly evolved into a thriving partnership, driving success for both brand and agency, while delivering brain-boosting products like protein bars, coffee sticks, and hydration mixes to millions of eager consumers.
Challenges & Strategy
For brands exploring audio advertising, breaking through traditional audio perceptions while staying authentic is a crucial challenge. From the outset, testing host-read ads across various podcast genres revealed that hosts’ personal experience coupled with their on-air delivery was the key driver of engagement.
“The IQBAR host-read campaign consistently performed well across key metrics,” says Vanessa Verrillo, Senior Client Services Lead. “Anyone who tries IQBAR products loves them, so having hosts share their genuine endorsements was a natural fit.”
“Any time someone says they’ve heard of us, I always ask how, and they always say on their favorite podcast. This just plain wouldn’t be possible without SMI.”
Will Nitze
Founder, IQBAR
Transitioning from rigid scripts to more natural endorsements is a key advantage in this audio format, especially since podcast audiences are highly engaged and actively listening. This creates an opportunity for hosts to organically weave IQBAR into their content, enhancing authenticity and fostering a deeper connection with listeners. The seamless integration of brand-friendly talking points with genuine host personalization is the goal. You can hear what that sounds like in this fantastic read from Minds of Madness: A True Crime Podcast:
Precision Targeting & Expanding Reach
SMI strategically prioritized IQBAR across podcast genres that aligned with its audience, including Education, True Crime, Society & Culture, and Comedy. More recently, SMI leveraged twenty five years of agency experience and an expert infrastructure to increase IQBAR’s reach on the airwaves via radio. Through dynamic ad formats plus a mix of ad styles—from 30-second, single-voice spots featuring IQBAR founder Will Nitze, to thematic campaigns tied to key messaging pillars—the brand’s delicious offerings now extend to an even wider audience.
Beyond the airwaves, IQBAR has also expanded podcast partnerships through in-person events, such as last year’s Dear Media “In Real Life” gathering, with guidance and support from SMI on curating a customized package.
“Not only did the event strengthen relationships with hosts, it was a phenomenal way to get IQBAR products into the mouths of attendees” says Verrillo. The event generated 14 million social impressions and 1.25 million podcast impressions, amplifying IQBAR’s visibility.
Strategic Growth & Future Expansion
IQBAR’s success in audio advertising results from strategic creative evolution, precise audience targeting, and a commitment to innovation. Through a collaborative partnership with SMI, the brand has built a powerful audio presence by prioritizing authenticity and leveraging personalized endorsements, solidifying their leadership in the better-for-you snack space.