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CLIENT: RBC
PODCAST: DISRUPTORS
95% Listen-Through Rate
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“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.
OUR 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:
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#2 in Entrepreneurship
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#6 In Business
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#103 in All Podcasts
FURTHER BRAGGING RIGHTS
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95% listen-through rate per episode to date
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500% increase in listenership
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Multiple major media features
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Outstanding organic growth
EARNED MENTIONS
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New & Noteworthy by Apple Podcasts
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Business & Money on TuneIn
RBC & JAR AUDIO — A GAME-CHANGING PARTNERSHIP
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
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.
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