APPLE PODCASTS | PODCASTS SUBSCRIPTIONS

The Campaign 

On June 18, we launched a marketing campaign to introduce the first ever Apple Podcasts subscription service - bringing listeners closer to their favorite voices. With this, we saw an opportunity to create a new strategic positioning that wouldn’t simply focus on the biggest names in the podcast landscape but rather celebrate different types of voices - ensuring representation to not just the biggest names but also independent ones. 

Partner Films 

We wanted to show that Apple Podcasts is the home to every kind of voice. So we created a social-led campaign that celebrates the unique and diverse talents our platform couldn’t exist without. We worked with podcast creators and channels on films that brought their content to life in ways that put the power of storytelling front and center.

Social Series 

To further spotlight these different podcasts and the voices behind them we created an ongoing series for social. This weekly content will dive deeper into the art of making podcasts as well as spotlight new and noteworthy shows. A new design system inspired by the Apple Podcasts chiclet ‘dot’ has been created to the all of these new content together and make it unmistakably Apple.

Email

Emails were used to educate listeners on the benefits of Apple Podcasts - introducing the new subscription model, channels, and our expert curation. Our launch email targeting users who updated to iOS14.6 has reached users in the U.S. and the email will be scaled to 14 additional local markets. A welcome email was also be sent to new subscribers to help them make the most of their new subscription. 

Ecosystem and Creator Tool 

We leveraged Apple’s ecosystem units to extend the reach of the campaign message, with App Store banners communicating different benefits. We also created a public online Creator Tool, which will allow any podcast creator to create customizable marketing assets and give them even more control of their promotional materials.