Royal Bank of Canada

Innovation and the Economy: Exploring Canada’s Future with RBC

95% Listen-Through Rate

“We were looking for a team of experienced audio storytellers that also had deep podcast marketing know-how. JAR brought both and have been great partners in developing and growing our podcast.”

Jill Borra — Senior Director, Content Strategy, RBC Thought Leadership

The Challenge

This podcast had great guests, stellar material, and a talented host — but it wasn’t attracting the attention it deserved.

The Approach

After taking a deep-dive into the Disruptors podcast, we identified sound quality, story development, and marketing as main points of focus for this project.

Not only did we finetune production value for this A+ podcast, we launched marketing initiatives — ranging from cross promotions to app merchandising pitches — that fostered exponential growth.

Thanks to the hard work of everyone involved, we were able to deliver extraordinary results — and land this content in the ears of the Canadians who value it most.

The Results

After working with JAR Audio, RBC’s podcast landed on 3 of the coveted charts from Apple Podcast Canada:

#2 in Entrepreneurship

#6 In Business

#103 in All Podcasts

Bragging Rights

  • 95% listen-through rate per episode to date
  • 500% increase in listenership
  • Multiple major media features
  • Outstanding organic growth

Earned Mentions

New & Noteworthy by Apple Podcasts

Business & Money on TuneIn

Client and JAR

Since partnering with RBC in August of 2020, JAR Audio has taken over the strategy, production, and marketing of the show.

To improve the audio, we conducted a complete overhaul of the podcast’s production process and setup, and provided extra training for its very capable host.

To reach a broader audience, we helped Disrupters ditch the single-interview format in favor of more effective options including panel discussions, sequential storytelling, and remote cut-ins that livened their content up and increased listen rates.

After refining RBC’s already high-value content, we introduced a 6-part marketing plan that included a blend of publicity, paid media, and the thoughtful employment of the brand’s existing channels — all leveraged to foster their ongoing growth.

More About

Disruptors explores the important connection between innovation and the next phase of the economy. Hosted by best-selling author and thought leader John Stackhouse, Disruptors challenges patterns and assumptions, shining a light on new technologies, innovative adaptations, new tactics for doing business, and exciting ways of building our future. Through captivating audio storytelling and high-level conversation, Disruptors helps Canada – and the world – thrive by highlighting the creative power of disruptive ideas.

The podcast features thought-provoking and in-depth conversations with business and innovation leaders about planting the seeds of a new economy. It is responsible for interpreting trends and providing insights into how these trends are affecting RBC, its clients, and society at large.