How Giovanna introduced
a new audience

From YouTube to a smash hit podcast

We met award winning author and vlogger, Giovanna Fletcher back in 2017 after she’d published her Sunday Times number one best-selling book ‘Happy Mum, Happy Baby: My Adventures in Motherland’. Giovanna wanted to carry on the conversation she’d started with the book and help share other mum’s experiences of motherhood. At the time the Apple podcast chart was very much a male dominated list, with long established shows such as The Totally Football Show with James Richardson, Under The Skin with Russell Brand, Friday Night Comedy from BBC Radio 4, TED Talks Daily and Desert Island Discs holding firm in the top ten. So how would Giovanna – an unknown presenter in the space – talking to guests about breastfeeding, birth marks and post-baby bellies fair? Well, when we released the first episode of Happy Mum Happy Baby with Giovanna talking to her best mate, Emma Willis – she went straight to the top of the chart and has stayed thereabouts ever since.

Why? Well, yes Giovanna had a huge YouTube following, but that audience were not podcast listeners and the thousands of comments that flooded in on social media in the first few weeks of Series 1 confirmed that for many of the people listening, it was their first experience of listening to a podcast and for others the podcast was their first introduction to Giovanna…

“I haven’t read Giovanna, or watched her YouTube channel but I am IN LOVE WITH HER. She’s so warm and friendly, and her chat with Emma felt like sitting in a café with your mates. I felt Immediatelu better (I’m a new mum) about stuff and can’t wait for more episodes. BRB, just off to buy Giovanna’s book 😉 x” – wanderluce 7 Sept, 2017

At Pixiu we knew that the time was right for a podcast like this to take hold.

For a good six months previous to the release of Happy Mum Happy Baby, we’d seen audiences shifting and editorial on the Apple Store featuring more female-led shows. Importantly, a personality like Giovanna with such an honest and open approach to having conversations with her guests rather than ‘interviewing’ them proved a recipe for success. Look at the Apple podcast chart today and the top ten is regularly made up of female talent discussing topics that centre around lifestyle – we’re not saying that Happy Mum Happy Baby is responsible, but Giovanna definitely helped pave the way.

Now 4 series down and with over 6 million listens to date, Happy Mum Happy Baby is also a great example of how we work alongside brands. The podcast has had successful partnerships with Fisher Price, Hello Fresh and British Airways amongst others, and this Autumn after some amazing live episodes, Happy Mum Happy Baby the podcast will be touring the UK.

Amazing Conversations.
Original Podcasts.

© Pixiu Productions Limited 
18 Charlotte Road
London EC2A 3PB

Amazing Conversations.
Original Podcasts.

© Pixiu Productions Limited 
18 Charlotte Road
London EC2A 3PB