A first of its kind, month-long campaign (April 2024 to coincide with tax season), and the largest brand campaign in Wondery’s 8-year history, the podcast studio launched "Wondery Means Business" with a coordinated cross-functional effort to lift listenership across the entire business content genre.
Putting the experience of new listeners first, Wondery Means Business (WMB) was launched with an integrated campaign that delivered on a robust slate of business content for audiences coming into the Wondery ecosystem. The creative launch campaign for WMB was modern, inviting, bright, fresh and unexpected–reaching new, younger audiences through accessible themes, bringing in podcast listeners who might feel intimidated by business content. Playing off classic business acronyms (ASAP, MBA, IPO, CEO, etc.) WMB reimagined the definitions, translating them into broader, relatable messages.
This simple, bold approach made business more accessible and generated curiosity into the genre. Executed using a hero concept and supported by show-specific concepts for How I Built This, The Best One Yet and Business Wars, the acronyms for these assets spoke to the content featured in the creative. In addition, to highlight the human element of this campaign, Wondery selected five small business owners to feature in the campaign creative– using their unique success stories to be featured on out-of-home (OOH), social and digital marketing.
The campaign intended to further establish Wondery as the home for the most influential voices and greatest minds in the business world–from intimate conversations with major tech giants and CEOs, to daily economic news. Using the notion of "there is a business to everything" to tap into the existing fan base to create brand affinity, and go beyond to reach new unique audiences, the promotion of W+ and the use of video was the centerpiece to the Wondery Means Business integrated campaign.
KPIs included 1.) increased monthly uniques across Wondery featured business content; 2.) overall lift in monthly downloads in April across Wondery business content; 3.) increased W+ purchases through exclusive business offerings; 4.) securing sponsorship for Wondery Means Business to generate revenue; and 5.) creation of special business programming across the content slate that will inspire listeners and engage new audiences - 20MM people reached and 60+MM impressions earned.
