EY Change Happens Podcast Series - 3rdspace
9243
portfolio_page-template-default,single,single-portfolio_page,postid-9243,bridge-core-2.8.0,,qode-title-hidden,paspartu_enabled,qode-theme-ver-26.5,qode-theme-bridge,wpb-js-composer js-comp-ver-6.6.0,vc_responsive

EY Change Happens

How we respond to change, can make or break us and our careers. EY approached 3rdspace to create and produce a podcast series that would share an intimate insight into how senior business leaders face change – the good, the bad, and everything in between – because whether we like it or not, Change Happens.

 

THE CHALLENGE

EY wanted to cut through to their audience of senior decision makers during the uncertain environment created by COVID-19 and beyond. With audience fatigue developing around written content and screen-time, EY wanted to reach their audience in a refreshing format that would maintain longevity.

 

THE INSIGHT

As the rate of change accelerates, we ask: are leaders doing enough to keep up? It is not the strongest or most competitive, nor the most intelligent that survives. It is the one that is the most adaptable to change.

THE IDEA

We worked with EY to create a podcast series that focused on sharing real stories of business leaders, bringing out their full personality, sharing their “human” side by exploring stories and critical moments of change in an authentic, dynamic and accessible way.

Our podcast mission was to drive change through human connections. EY wanted listeners to feel connected to the stories and individuals on a human level, and for participants to be able to tell a story that they haven’t been able to tell before.

 

THE OUTPUT

In less than two weeks we prepared a LinkedIn Live stream to facilitate a discussion on the impacts of COVID-19, leadership, collaboration and trust. Jenelle McMaster, acting as a moderator, along with EY partners Clare Payne and Jo Masters, discussed topical subjects relevant to the pillars during this time of uncertainty. The stream was recorded through the participants’ computers and streamed via a split-screen vision in 3rdspace’s virtual production studio.

Our team of podcast production experts created a podcast series that included high profile guests from business, government, community groups – even sport and entertainment. Hosted by Managing Partner of Oceania Markets at EY’s Jenelle McMaster, the podcast delves into personal experiences and the psychology of leadership through change – amplified through LinkedIn and relevant business websites.

 

CONTENT ASSETS CREATED

21 podcast episodes released fortnightly in 2020

22 short promotional teaser films

One microsite

Supporting blog posts

 

THE RESULTS

  • Featured on Apple Podcasts as Australia’s #1 Management Podcast
  • 21,000+ episode downloads in first 10 months since launch with over 10,000 unique listeners.
  • Average engagement rate of 5.23% on LinkedIn amongst ANZ C-Suite and decision maker audience (0.6% global benchmark) with 65,000+ engagements on the platform to date.
  • Featured in the Top 20 Management Podcasts in multiple international charts on Apple Podcasts, including New Zealand (#4), Malaysia (#5), Argentina (#14), Ireland (#15), Turkey (#17) and China (#20).