Dipsea creates a universe of romantic fiction that places the female gaze front and center, offering everything from spicy audiobooks to immersive character experiences and soothing sleep scenes.

The Challenge

Early on in their growth journey, Dipsea found success in digital channels, like Facebook, to grow their user base. As policy regulations on “adult products and services” tightened for companies like Dipsea, they found themselves needing to diversify and forge new paths to reach users. 

In 2019, Dipsea partnered with Right Side Up (RSU) to break into offline marketing—specifically podcast advertising. What started as a small test quickly grew into a full-scale strategy, driving user acquisition and showing that offline channels, when done right and with patience, can unlock massive growth—even for boundary-pushing products.

[.c-comment-study-wrapper][.cc-mb-20]“Partnering with Right Side Up has been a game-changer for us. Their domain-expertise in podcasts is second to none and was critical in allowing us to test into the channel quickly and efficiently. They’ve surpassed my expectations on what we could achieve in that channel and continue to consistently deliver new avenues for growth as we scale.”[.cc-mb-20]Melanie Scott, Former Head of Growth, Dipsea[.c-comment-study-wrapper]

The Solution

Initially, Dipsea faced some hurdles in securing podcast endorsements, with lower organic brand awareness amongst hosts and varying comfort levels talking about a personal subject matter. RSU took a strategic approach, starting with smaller shows in the relationship, advice, and sex advice space, that felt authentic and aligned with Dipsea’s values. 

The first round of testing showed a positive signal, with over a third of all shows hitting the goal CPA. These early wins suggested that long-term profitability was achievable, prompting Dipsea to renew top-performing shows to build a strong foundation. Trust was critical. Offline channels need time and frequency to build to their full capacity, and the team at Dipsea understood that with patience results would follow.

With sample reads from the first round test, hosts more deeply understood the company’s mission and became more open to working with Dipsea. This expanded the available pool of genres and audiences, helping the company move beyond niche topics into broader conversations.

The Impact

By 2020, Dipsea’s spend had grown significantly, increasing by 635% in just two years. RSU’s data-driven approach and close collaboration with Dipsea’s team allowed the company to maintain efficient CPAs even as budgets scaled. Conversion to core renewals for show partners was strong—54% of tests converted on average, far surpassing industry benchmarks. In one quarter within that year there was a 75% renewal rate test pool, proving we were reaching an engaged and motivated audience. 

As momentum built over the course of several years, RSU strategically expanded Dipsea’s reach to even larger shows, graduating from niche podcasts to mainstream hits like Dark History, Girls Gotta Eat, and The Broski Report with Brittany Broski. 

As of 2024, Dipsea’s ads run across 32+ verticals, including lifestyle, wellness, and pop culture, proving their mainstream appeal in the channel can drive results as their brand evolves. 

[.c-comment-study-wrapper][.cc-mb-20]“Our partnership with RSU has been invaluable. As Dipsea has evolved and as we’ve all had to adapt to a changing world—whether through post-COVID adjustments, cultural shifts, or broader industry changes—RSU has been there, navigating transitions alongside us to drive continued success. They strike the perfect balance between stable, high-performing shows and the flexibility to test new ones, enabling us to reach broader audiences while maintaining strong metrics.”[.cc-mb-20]Bethany Alcordo, Growth Marketing Lead, Dipsea[.c-comment-study-wrapper]

Through two brand refreshes, fluctuating seasonality, and times of economic uncertainty, RSU ensured the brand sustained efficiency and growth in the podcast channel, demonstrating the flexibility to evolve alongside Dipsea’s needs. By the end of 2024, Dipsea’s investments in podcast advertising will have transformed the channel from a small test into a cornerstone of their marketing strategy.

The TL;DR

In an ever-evolving digital landscape, Dipsea’s shift from restrictive online channels to a diversified, high-performing offline strategy stands as a testament to their adaptability. A small test quickly turned into a full-scale success, driving strong user acquisition growth and proving that the right offline channels can unlock massive potential—even for a boundary-pushing product.

[.c-comment-study-wrapper][.cc-mb-20]“Podcast advertising has been an incredibly strong channel for us. We invest a significant portion of our marketing budget to this channel because it consistently delivers results and connects us with a high-intent audience.”[.cc-mb-20]Bethany Alcordo, Growth Marketing Lead, Dipsea[.c-comment-study-wrapper]‍

With RSU as their trusted partner, Dipsea has grown from a new player in podcast advertising to one of the longest-running and most successful brands in the channel.

We’re still working with Dipsea to manage their podcast and YouTube programs, going into our 6th year as partners. 

[.c-tip-wrapper]Looking to launch or scale a podcast advertising program?[.c-text-wrapper] Get in touch, we'd love to chat.[.c-text-wrapper][.c-tip-wrapper]