Fairfax Media has revealed the results of Decoding Genius, a bespoke podcast series (along with a content campaign) for GE created by its brand and content studio, MADE, and it’s done pretty darn well.
Decoding Genius is a six-part podcast series investigating the stories of six young geniuses unearthed in Australia and around the world.
These geniuses include Mitchell Clark, who at the age of 17 runs an IT business with 230 clients; Dr Jordan Nguyen, a biomedical engineer who built a mind-controlled wheelchair, and; Ian Zelich, a 17-year-old maths genius who has an IQ of 180.
Decoding Genius has secured 142,000 downloads* and continues to climb. It was also ranked in the Apple Store’s top 10 podcasts in its first week after launch, was the number one podcast in the iTunes Arts category for the duration of the campaign, and remains in the top 10 of this category.
Feedback has been overwhelmingly positive to for the podcast series too, with an overall five-star rating.
In order to engage listeners, MADE produced a content series about the podcast, which was produced in collaboration with Macquarie Media and amplified across the digital channels of Fairfax and GE.
The six-part podcast series campaign ran from 27 October until 5 December 2016, and was recently shortlisted for the prestigious INMA (International News Media Association) Global Media Awards for Best Marketing Solution for an Advertising Client, with the winners announced in New York in May.
Kate Cox, editorial director at MADE, said the podcast series reinforced GE’s brand positioning as one of the world’s most innovative companies in a unique and creative way.
“It’s a great example of the sort of high-quality, bespoke and immersive experiences Fairfax can achieve for brands by leveraging our content creation resources and expertise,” she said.
“With more than 20 per cent of Australians regularly listening to podcasts**, it’s an exciting time for brands to utilise this expanding medium.
“Podcasting provides a marketing channel for brands to engage with audiences on a deeper and more empathetic level, and the results of this latest branded series for GE show that when brands tell an exceptional story, people will listen.”
GE’s Australia and New Zealand director of communications, Joanne Woo, said: “As a brand, we like to experiment with innovative ways to tell our stories and interact with audiences. We try to be among the first to pioneer new channels and platforms – from podcasts to virtual reality.
“We’re thrilled with the success we’ve seen with the Decoding Genius podcast series. It just goes to show that stories of invention, innovation and creativity really resonate with Australians – and the world.”
* Whooshkaa Webplayer, Analytics Report, 12th February 2017.
**emma (Enhanced Media Metrics Australia) data, Ipsos MediaCT, people 14+ for the 12 months ending September 2016
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]