Title	STOCKHOLM INSTITUTE OF STORYTELLING
Brand	SOUNDTRAP
Product/Service	SOUNDTRAP FOR STORYTELLERS
Category	F04. 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 PR?

A relatively unknown software brand wanted to create buzz around the launch of their new online production tool for podcasters. To gain attention in media as well as among our niche target audience (audio creators) we needed to create something that had not been done before in the context of podcasting; an education for storytelling – featuring Sweden’s most acclaimed podcasters as star tutors. Media was already talking about the professionalization of the podcasting industry which lead us to switch focus to the ones left out from the headlines - the audio creators.

Background

Soundtrap was about to launch an online production tool, making it easy for podcasters to record and edit. The brief was to create a new PR idea that generated buzz and awareness about the new audio production software tool among the community of podcasters as well as to gain an earned media reach of 3 million.

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 PR strategy (30% of vote)

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. This group also long for a community where they can meet and exchange experiences, challenges and tips with one another. The strategy was to let Soundtrap help good podcasters to become great, as well as provide them with the community they longed for. Key message: Soundtrap is your one-stop-shop for podcasting The school was the main element of the campaign. In order to get people to apply we used sponsored segments in a wide range of podcasts. To reach a broader audience and create earned buzz around the campaign, we did a media outreach and launched online lessons in Soundtrap's own channels.

Describe the PR execution (20% 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.