The client, a leading global insurance firm, wanted to highlight the value of trade credit insurance through storytelling. Their goal was to humanize their brand, position themselves as thought leaders in their industry, and increase internal advocacy by getting their staff excited about the show. A crucial part of this objective was to engage their employees, encouraging them to become brand advocates, spreading the podcast content throughout their professional networks.
JAR Audio developed a podcast series that utilized real-life stories to convey the importance and value of trade credit insurance in a relatable and engaging way. The production involved significant pre-interviewing and pre-planning to ensure a smooth process and high-quality content. In Season 2, JAR Audio focused on organically growing a base of loyal listeners within the firm, particularly among employees who could help spread the word about the podcast to prospective customers. The creative approach leaned into gamification and thematic episodes, adding fun elements to boost listener engagement, and highlight the theme of “risk and reward” so essential to business, and credit insurance.
Key tactics included:
83% increase in downloads from Season 1 to Season 2.
A 1,325% increase in followers, driven primarily by an Apple Podcasts subscriber campaign.
69% average consumption rate for episodes, indicating strong listener engagement.
#1 in Management podcasts in Apple Podcasts USA
#2 in Business podcasts on Apple podcasts USA
Internal advocacy increased, with employees actively promoting the podcast, resulting in more widespread awareness of trade credit insurance among potential customers.
New employees listened to podcast episodes to better orient themselves to the company culture.
Summary
By fostering a fun and engaging format, this podcast successfully strengthened the firm’s internal brand advocacy while establishing thought leadership in the trade credit insurance industry.
