Staffbase’s mission is to unite companies and their employees behind a common purpose through their unique communications platform. While the brand is well known across Europe, the company was struggling with low brand awareness and audience engagement in North America. Traditional marketing tactics that had worked in Germany and Europe were not resonating with the North American audience.
“Our research showed that NA Audiences desired to engage with brands on a much more personal, authentic level, that didn’t feel like work. We needed content that increased our brand awareness, affinity, and engagement in North America.”
— Kyla Sims, Brand Storyteller, Staffbase
Staffbase decided to build a meaningful connection with communications professionals through the intimate medium of podcasting. The result was a 12-episode, narrative podcast called Infernal Communication — a delightful, lighthearted look at the challenging world of communications. The podcast tagline says it all: “Communication is hard. Being a communications professional is even harder.”
Through high-production value, showcasing a unique brand voice, and focusing on making the audience feel heard and inspired, we helped set Infernal Communication aside from other podcasts in the industry and inspired Staffbase’s audience to think differently about communication in their work and life. For these reasons, Infernal Communication generated positive feelings towards the Staffbase brand and also engaged its North American audience.
Our strategy was rooted in a deep understanding of their target audience. Staffbase runs a Slack community for communications professionals with over 2800 members, called Comms-unity. By listening to the questions, gripes, and wins that Comms-unity members shared, we were able to craft a podcast that their audience truly wanted and valued. The biggest learning was that communications professionals wouldn’t listen to a podcast that felt too much like work. They already deal with words day in and day out! What they wanted was a show that taught them something interesting about their chosen field, but that spoke to them as individuals.
Those learnings were incorporated into the tone and editorial content to create a show that was not only educational but truly entertaining and delightful. Hilarious host, Kyla Sims, explores the tensions of working in the communications profession while sharing inspiring stories, providing practical takeaways, and even tackling heavy subjects. To make sure the show never felt like work, we went all-in on creativity. For example, one episode investigated the widespread hate for the font Comic Sans through a hilarious mock trial and created a cheeky (heavily bleeped) narrative all about taboo language!
“A delightful, skilled, enthusiastic team of podcasting professionals that were able to take our idea to the next level and 10x our goals and expectations. Capturing the attention and adoration of some of the biggest brands in the world has allowed us to advocate for the podcast internally and demonstrated the value that a podcast brings to our business.”
— Kyla Sims, Brand Storyteller, Staffbase
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