CLIENT STORY
CAFÉDIRECT
Overview
The Building Better Business podcast from Cafédirect is a slick and highly produced interview based series that propels their CEO John Steel into the limelight while allowing him space to probe his high profile guests in the sustainability space.
Social
Objectives
Cafédirect were clear from the start they wanted to work with audio professionals and make sure their first foray into podcasting was going to be treated as a professional audio production. Their two main objectives were to increase brand awareness among food/drink buyers and highlight the amazing work of sustainable companies across the UK.
Approach
From the very beginning we knew we wanted to create engaging social assets for the show to help promote the podcast content but also raise the profile of their CEO John Steel. We created assets for multiple platforms and in multiple languages with video being an integral part of each recording with everything being filmed and clipped to allow guests to talk about each episode and get people engaging. Certain episodes were also translated into Spanish to cater to Cafédirect’s audience in South America
CHALLENGES
1
Cafédirect are a well respected brand with a decent online following but this wasn't huge. We couldn't rely purely on organic reach and their own circle of influence to get the podcast content out there.
2
Crowded sustainability space. The "green" podcast space is growing very quickly so they needed a point of difference to stand out from the crowd.
3
Remote guests all over the world. We needed a robust solution to allow them to speak to their ideal contributors wherever they were. With some being coffee plantation owners this sometimes meant some very remote locations.
PATH TO SUCCESS
01
Podcast guest hit-list and attainment plan. To help get the brand in front of more people we strategically looked at guests with large social followings in the sustainability space and who could directly benefit the brand.
02
“Green” podcast research to make sure the podcast positioned itself in the right way but also stood for something separate to what existed already in the podcasting space.
03
Clearly structured episodes, tight editing and dynamic production elements (music and narration) to create a highly engaged listen.
04
Paid promo campaigns to grow an engaged audience for the show which helped them get into the Top 50 on the Apple Podcasts Business chart.
PODCAST IN NUMBERS
30
High quality interview guests
25k
New listeners for 1st season
50
Top 50 in the Apple podcasts business chart
FEEDBACK
"Working with Distorted is a pleasure. We value their professional opinion and advice and they're great with our podcast guests. The quality of the production and account management is always excellent."
John Steel - Chief Executive | Cafédirect
