Client: The Capsule by Natalie Anderson
Audience Vertical: Well-Being & Self-Help
Services: Full Production | Distribution | Marketing
Natalie Anderson is an actress, presenter, and writer, widely known for her work in UK TV and stage notably Emmerdale, Hollyoaks, Happy Valley, Casino Royale director Martin Cambell’s Memory and the West End’s Wicked.
In 2016 she launched The Capsule, a platform for Natalie to share her genuine recommendations in Fashion, Beauty & Lifestyle and in 2019, she wanted to turn her website and blog into a podcast to leverage the emotional connection that audio brings to her audience.
Since then The Capsule #inconversation podcast has become a community and safe space for women 35+ to gain a better understanding of their bodies, to learn and to be inspired by experts or women with shared experiences. It is regularly sited in UK press, was shortlisted for an International Women’s Podcast Award 2022 and is also available to customers travelling on British Airways flights as part of their Audio In-Flight Entertainment offering.
When Natalie approached us she initially wanted to use our studio to record a pilot episode but once she saw how we worked with her on her pilot she decided to move the production over to us as well and in 2022 we took over the marketing of the podcast. Natalie’s brief was to create a magazine style show that highlighted the welcoming and community nature of her brand whilst creating a real connection with her audience. She wanted to create a space for honest chats, expert advice and real insight, around all aspects of women’s wellbeing & mental health. Over the course of this 3 year partnership the objectives have changed slightly as the podcast and audience have grown & developed. From the initial objective of leveraging audio for building engagement to putting the podcast at the centre of topics important to women.
We could immediately see how natural Natalie was behind the microphone and how she put her guests at ease so we created an environment where she could be herself and have meaningful conversations with her team and guests. Video was a key area that we wanted to utilise for Natalie, she’s a very visual person and using as much video content as possible allowed us to show her listeners as well as tell.
During her podcast journey we have helped Natalie to use the podcast to share her own first-hand experiences to educate and encourage the listeners to speak out and feel part of a community.
Natalie regularly leads conversations around female issues with a particular lens on perimenopause, a subject that is sited the most by guests and listeners, allowing people to relate to the podcast and also following the direction her audience wants.
The end result has been a highly acclaimed, long running podcast series with an incredible catalogue of guests from Helen Skelton to Dr Naomi Potter, Liz Earle MBE to Arlene Phillips, Lisa Snowdon to Davina McCall, and many more.
“Producing our podcast The Capsule in Conversation with Distorted has been amazing! The quality, production, communication and variety of services are all brilliant. With their guidance and services we have been able to hit the Top 20 of Apple podcasts in our category numerous times across our 5 seasons and be regularly featured in the national press allowing us to continually grow.“
Natalie Anderson - Owner of The Capsule
"A gem of a podcast super insightful with authentic, robust and meaningful conversation. You know a good podcast when you want to join in"
We created a podcast with true talk-ability, humanising household names and getting raw and personal stories from each and every guest covering all aspects of women’s health and wellbeing from motherhood & work to fertility and the perimenopause. Natalie doesn’t shy away from tackling difficult and sensitive subjects, she even shared her own heart-breaking experience of baby loss and the effect it had on her mental health.
The Capsule has received multiple impressive accolades and sits in the top 3% of podcasts globally. It is regularly featured in UK press and in 2023 was featured as an Amazon pick of the week. It is now available to customers of British Airways as part of their inflight entertainment offering, has a long standing partnership with drinks brand Harrogate Spring Water and was shortlisted for an an International Women’s Podcast Award in 2022.
"British Airways are proud to have carried an extensive podcast library onboard for a long time, and I am delighted that The Capsule is now joining that library. Natalie’s engaging manner, fascinating subjects and inspiring guests will enhance the journey for many of our customers”
Philippa Starns, Audio Manager UK - Spafax