Pandora is the launch partner of iHeart Ruby Australia, with the two brands teaming up to create Charmed, a new video-led podcast hosted by social media personality and content creator Sam Todd.
Developed by iHeart Ruby Australia in partnership with Pandora, Charmed is an original podcast series exploring the worlds of collectables, uncovering the stories behind the things people treasure the most.
Warm, funny and a little bit obsessed, the series examines the emotional connections we form with everyday objects, from beloved childhood keepsakes to carefully curated collections, and what those attachments reveal about identity, memory and belonging.
Across the podcast series, Sam steps inside different worlds spanning pop culture, books, fashion, fandom, Disney, accessories, travel and makeup. Joined by a line-up of creators, personalities and pop culture enthusiasts including Martina Calvi, Katie Mildren, Art Simone, Chloe Hayden and Ali Smith, Sam will unpack the pieces they treasure, and the memories and personal stories held within them.
The series also features Behind the Charm, exploring the inspiration and craftsmanship behind select Pandora charms and jewellery.
Produced across both video and audio, Charmed combines long-form storytelling with premium video and social-first content, reaching audiences across YouTube, Spotify, Apple Podcasts and iHeart.
“Pandora has always been about celebrating what you love, out loud and without apology, and Sam is one of the most passionate and joyful voices there is: enthusiastic, endlessly curious and completely herself. She embodies the fandom that makes Pandora such a powerful brand, where self-expression thrives and passions and fan worlds overlap. Charmed is a home for exactly that – no cynicism, just uninhibited joy, passion and delight,” Jess Donovan, Pandora ANZ marketing director, said.
“Podcasting lets us show up in the spaces where our community already gathers and with ARN and iHeart Ruby’s expertise, we are excited to be able to build on this world and can’t wait to see where the conversation goes.”
Shauna Anderson, ARN’s director of content – iHeart, said: “Pandora is the perfect inaugural partner for iHeart Ruby Australia. Charmed is exactly what Ruby was created to deliver: an original entertainment podcast built from a genuine connection between a brand, an idea and its audience.
“From the beginning, this has been a collaborative creative partnership. Rather than placing Pandora around existing content, we’ve worked together to develop a series that reflects the brand’s connection to memory, meaning and self-expression. It’s a great example of how branded content can evolve beyond sponsorship to become entertainment that audiences genuinely want to watch, listen to and share.”
The partnership is the first major original project to be produced through ARN’s iHeart Ruby Australia branded content studio.
iHeart Ruby Australia provides brands with an end-to-end solution spanning strategy, creative development, production, talent, distribution, promotion, social amplification and measurement – working with partners to create original IP designed to connect with modern audiences.
The partnership demonstrates Ruby’s approach to branded entertainment, bringing brands into the creative process from the outset to develop original content that can be distributed and amplified across audio, video and social.
Charmed launches Tuesday October 13, with new episodes available every week on iHeart and wherever audiences get their podcasts.
