Why Brands Shouldn’t
At Pixiu we’ve worked with brands and their podcasts for over a decade – and the one trend we’re delighted to see evolving at a huge rate in 2019 is brands telling us that they want to be the ‘content’ rather than the ‘advert’. More often than not, a brand’s first route into podcasting is through sponsorship and spot ads, but the next logical step is to create an original podcast series to start a conversation of their own. The challenge as producers is in converting fans and followers of brands into loyal listeners, and achieving cut-through in a busy space that is led by big personalities. Get it right and the rewards are powerful: your buyers become your champions and connect with you on a much deeper level. If you get it right they’ll choose to listen, regularly and tell their friends.
I’d like to think we’ve got it right with our latest Original Podcast for SIMBA: Sleep Life is a podcast designed to help listeners unlock their sleep potential. Whether you have trouble getting your head down, or are interested in boosting your performance Sleep Life is about realising that sleep is the foundation of everything we do whilst we’re awake. The podcast is presented by Georgie Barratt (The Gadget Show) and Simba’s Alex Goldstein with guests from the worlds of travel, relationships, nutrition and beyond discussing how sleep interacts with different areas of our lives. Alongside the fortnightly show, we’ve also produced a mini series of sleep stories to help you get a better nights rest. Episode 1 is out now and features comedian Joel Dommett discussing how his travels as a touring comedian and on TV shows such as Joel and Nish vs The World and I’m A Celeb have affected how he gets his 40 winks.
“We worked with Pixiu on the Sleep Life podcast not just because they could record and edit it, but because podcasts are *all they do* so they’re deeply immersed in understanding formats, audiences and what genuinely adds value. We had brand aims and objectives and could find the sweet spot where our fields of expertise overlapped.” Alex Goldstein (Content Lead, Simba)