The challenge
Podcasts publish into a feed only existing subscribers check. Creators Inc had a library of strong long-form episodes and the usual ceiling that comes with it: the best moments were buried inside hour-long recordings that new listeners would never start.
The approach
- 01Episodes were cut into short vertical clips built hook-first, with the strongest 30 seconds leading rather than arriving at minute forty.
- 02Clips were seeded across creator and fan pages whose audiences overlapped the show's subject matter, so the reach came from people who had never heard the podcast rather than from existing subscribers.
- 03Volume was spread across 1,455 distinct clips, giving the catalogue many independent chances to travel instead of betting the campaign on a handful of posts.
The result
14.1 million views and 1.5 million likes across 1,455 clips in seven days, generated entirely from episodes that had already been recorded and published.