Brief
To drive awareness of Audible’s unique offering amongst diverse communities, building credibility by showcasing the value of Audible as a tool for creating everyday routines that supports wellbeing this New Year.
Execution
Purple Goat activated a diverse mix of 10 disabled creators on Instagram and TikTok during January and February with the ambition of redefining “New Year, New Me” by focusing on wellness. Overarching themes included: self-love, empowerment, and achievable personal growth. Creators shared their own listening habits and everyday routine, encouraging their audience to share their listening habits unique to them, whilst also positioning Audible as the go-to place for viewers to start their New Year wellbeing journey.
Results
The organic content used authentic and wellness focused narratives to portray the key messaging which resonated particularly well with neurodivergent audiences. Leaning on key book titles to creatively bring the campaign to life, content saw incredible sentiment around the Audible Platform and Neurodiversity – fostering genuine understanding.
