Happy Mum, Happy Baby
21+ Million Listens & A Royal Appointment
She’s Queen of the Castle (ITV’s I’m A Celebrity…) and as far as we’re concerned, she’s Queen of the podcasts too. Pixiu Founder Alex Feldman shares the success of Giovanna Fletcher’s hit podcast Happy Mum, Happy Baby.
Happy Mum, Happy Baby
12 Million Listens & A Royal Appointment
She’s Queen of the Castle (ITV’s I’m A Celebrity…) and as far as we’re concerned, she’s Queen of the podcasts too. Pixiu CEO Alex Feldman shares the success of Giovanna Fletcher’s hit podcast Happy Mum, Happy Baby.
Giovanna Fletcher approached us back in the Summer of 2017 looking to turn her Sunday Times best selling book, ‘Happy Mum Happy Baby’ into a podcast and when we recorded the pilot with Gi’s best friend, Emma Willis we knew we were in for quite some journey.
Now over 100 episodes on, with 21+ million listens, Happy Mum Happy Baby the podcast, is firmly established as the UK’s leading parenting show and a consistent feature in the UK top 10 chart. HMHB launched in a podcast landscape markedly different from the one we see today, some 5 years ago, audiences were skewed male and Giovanna certainly opened the door to a new generation of podcast audiences and hosts. Female-driven lifestyle podcasts now make up a substantial percentage of total podcasts listens in the UK.
Open, honest conversations underpin Happy Mum Happy Baby and the fact that Giovanna has remained true to this fundamental principle has ensured the podcast consistently performs.
From a partnerships perspective, HMHB also shines as a powerful example of how a podcast can deliver as part of a wider brand campaign – exclusive season sponsorships with the likes of Fisher Price, Hello Fresh, Peanut and Churchill and a UK wide live podcast tour sponsored by LIDL.
2020 was some year for Giovanna and Happy Mum Happy Baby – from our most listened to episode with The Duchess of Cambridge featuring on the front page of national newspapers and TV news channels to a billboard poster in Leicester Square and of course Giovanna being recognised as a ‘podcaster’ on ITV’s Im A Celebrity…
There’s no doubt that Giovanna has played a major role in defining some of UK podcasting’s landmark moments, and when she rounded off the year by being crowned Queen Of The
Jungle Castle, we couldn’t have been more proud.