A Blue Shield of California health podcast with a brand of its own
Blue Shield of California had a vision—creating a podcast to demonstrate its thought leadership to a new audience.
As a longtime partner of the insurance giant, we took the podcast from idea, to strategy, to execution, to evolution.
The podcast was produced, edited, mixed, and published in-house, featuring custom intros and outros and voiceover for special moments.
We also coached podcast hosts and guests on podcast recording best practices in order to ensure the best possible production value.
With a wealth of original, provocative insights from industry thought leaders, we knew we had to create more avenues for accessing podcast content and widening its reach.
We repurposed existing podcast clips into themed mini webcasts for listeners interested in hearing a variety of guest takes on a single topic. These episodes featured custom animations and video interview content.
Your podcast doesn’t really exist if you don’t tell people it exists. We executed a comprehensive promotion strategy across LinkedIn, Twitter, and web, branding the channels from scratch, concepting campaigns, and creating and publishing content.
Then, we provided the brand team with strategic recommendations for best utilizing the reach of host and guest networks.