LAUNCHING ‘WHO IS DANIEL JOHNS?’
- A SPOTIFY ORIGINAL PODCAST.
CONCEPT, VISUAL IDENTITY, DESIGN, PRODUCTION, MOTION GRAPHICS
May 2021 - August 2021
Project Team: GAD, Account Manager, Creative Directors, Designers, Production, Copywriter, Motion Graphics, UM (Media Agency), Made In Katana (Podcast ProductionTeam)
My Role: Account Manager
The Brief:
Develop campaign communications and a go-to-market strategy that drives awareness and consumption of the ‘Who is Daniel Johns?’ podcast, celebrating the life and legacy of an Australian icon.
The creative deliverables included ‘teaser’ episode trailers, a main visual trailer, podcast artwork, and campaign assets which extended into social, radio, TVC, and OOH.
The Approach:
Jumping into research mode, we chatted with the podcast team, reviewed podcast audio and archival footage, while carrying out our own cultural research and social listening. We developed and presented 6 initial strategic territories that encapsulated the essence of the podcast.
We then developed 4 creative territories that brought Daniel’s story to life in a unique, and inspiring way.
Working closely with the Spotify Podcast team, Daniel Johns, and his management team, we gathered B-roll, audio snippets and archival footage (home movies, photos), then headed up to Newcastle to shoot the final pieces needed to bring the campaign together.
The Results:
A heartfelt, inspirational campaign that captured Daniel’s story in his words, not ‘theirs’.
Through 5 teaser episodes, a main visual trailer, OOH, radio, and social, we helped share his story with millions. With assets across all channels over performing, the campaign increased awareness of Spotify’s podcast offering, grew their listener base by driving a new 30 + audience to the platform, saw brand love grow, and boosted the reputation of Spotify Studios’ original podcasts.
My Role:
As Account Manager, I was responsible for managing the campaign from briefing through to delivery, overseeing strategy, design, production, and final delivery of all campaign assets. I managed budgets, timelines, and resources, while working closely with our internal creative, production, strategy, and motion graphics teams, as well as the external podcast team, media agency, and production house, delivering all assets across social, OOH, digital, radio, and TVC, on time and on budget.
