Title	STOCKHOLM INSTITUTE OF STORYTELLING
Brand	SOUNDTRAP
Product/Service	SOUNDTRAP FOR STORYTELLERS
Category	G04. Social Behaviour & Cultural Insight
Entrant	JUNG RELATIONS Stockholm, SWEDEN
Idea Creation	JUNG RELATIONS Stockholm, SWEDEN
PR	JUNG RELATIONS Stockholm, SWEDEN
Production	JUNG RELATIONS Stockholm, SWEDEN

Name	Company	Position
Ingrid Sydow	Jung Relations	Creative
Jasmine Falk	Jung Relations	PR Advisor
Marius Pedersen	Jung Relations	Producer
Jonas Sevenius	Jung Relations	Strategic Advisor, Founder
Jonas Lund	Jung Relations	Project Manager
Lisa Holmgren	Jung Relations	Producer
Marcel Karlsson	Jung Relations	Producer
Petter Esbjörnsson	Jung Relations	Copywriter
Anton Svensson	Jung Relations	Designer

Why is this work relevant for Brand Experience & Activation?

A relatively unknown software brand wanted to create buzz around the launch of their new online production tool for podcasters. To gain attention among such a niche audience (audio creators) we needed to get them to try the software, but more importantly we needed to give them something they were craving: knowledge to succeed with their passion. So we started a school. Stockholm Institute of Storytelling is the first education of its kind, giving good podcasters the chance to become great. The students experienced the brand in the most inspiring way, with Sweden’s most celebrated podcasters as their personal tutors.

background

Podcasting is no longer the DIY movement it was – it has in recent years become big business, demanding more professional productions. But the majority of podcasters are amateurs or semi-professionals. And they all have an urge to become better at their craft in order to become successful. Soundtrap was about to launch an online production tool, making it easy for podcasters to record and edit. But the market was lacking advice on the actual content: the craft of storytelling. The brief was to create a PR activity that generated buzz and awareness about the new audio production software among the community of podcasters.

Describe the creative idea (20% of vote)

To launch this new production tool, and to become a natural part of the growing podcast community, we founded Stockholm Institute of Storytelling – the first school of its kind, giving good podcasters the chance to become great. During its first year, 30 students were admitted to the masterclass of their lifetime, featuring Sweden’s most celebrated podcasters as tutors. In addition to exclusive IRL classes, the students were given individual performance reviews by their podcasting idols, school merch, a graduation dinner, a free trial version of the Soundtrap for Storytellers software and much more.

Describe the strategy (20% of vote)

One strategic consideration was to primarily target amateurs and semi-professional podcasters. This because the professionals already have partners and procedures for their recording process. Beginners are more likely to consider a new software. Another was to use Sweden’s most loved podcasters as tutors, making them proud ambassadors that lead to organic word of mouth.

Describe the execution (30% of vote)

Starting in April, the first step was to identify credible and well-known podcasters that could shoulder the role as tutors and be appealing to the target group. We then created a curriculum and lessons together with the tutors, a school website and merchandise. In order to get people to apply, we let the tutors as well as additional podcasters spread the word through sponsored podcast segments. Applications were made by submitting an episode of your podcast + a cover letter. Out of hundreds of applications, 30 students were admitted.In parallel to the application period, we kickstarted the PR-machinery. Prior to the launch, we contacted top tier media outlets under embargo, offering them interviews. On the day of the launch we did a broad media outreach. The school took place in June. Exclusive lectures and individual performance reviews were appreciated features. For those who didn’t get admitted, we launched online lessons.

List the results (30% of vote)

The media response was great and included coverage in a wide spread of media segments and in-depth interviews in top tier media outlets. The campaign also generated massive buzz in social media reaching the desired community. All in all, we doubled the PR goals and received a word of mouth-effect within a niche community of podcast creators. PR reach (print and online): 6 013 760 Social Media reach: 138 146 Sponsored posts impressions (Instagram): 1 097 013 As anticipated in the research phase, the Swedish podcasters were thirsting for a community. After graduation, the new-found relationships within the community have lived on organically.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Through a media analysis and interviews with key people from Soundtrap and Spotify about the podcast industry, we could see that podcasting is no longer the DIY movement it was – it has in recent years become big business, demanding more professional productions. In this professionalisation of the industry, we found that there is one group that can't keep up - the amateurs and semi-professional podcasters. This group also constitutes the majority of podcasters on the Swedish market. In addition to the above, we conducted in-depth interviews with amateur and semi-professionals, leading to the insight that this target group have an urge to become better at their craft, ranging from technical production to storytelling, in order to become successful. Among this group of content creators, we also found a longing for a community where they could meet and exchange experiences, challenges and tips with each other.