podcast production; branding; marketing; social media

WWD Voices Podcast Series

We partnered with the technology giant's retail team on a from the ground up podcast series, designed to unlock insight on the retail industry in a variety of important segments, including customer experience, the workforce, the supply chain, ESG/sustainability, brand purpose and FJORD trends.

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The Brief

Accenture is a data-driven technology consultancy company that consistently sets out to revolutionize how consumers and businesses alike interact with and are affected by technology. The company is a service provider at the forefront of important modern day technology conversations including AI, DE&I and sustainability.

WWD and Accenture set out to spread important messaging from a fashion and retail perspective with the inaugural launch of WWD Voices Season 1, kicking off in October 2021. WWD Voices Season 1 was themed Retail’s Responsible Reset, which was designed as a dossier of episodes that share lessons from the c-suite across various aspects and issues charging the retail industry today. Retail’s Responsible Reset consists of a total of (12) episodes, each with special guests, editorial hosts and Accenture presence. The episodes launched on a weekly basis from October 2021 until February 2022.

Research and Development

These days, podcasts are a dime a dozen. How does a brand create one that will stand out, boast an original message and garner a following? Through listening to various related podcasts, developing episode launch cadences that felt like the perfect middle between too little and too much, and creating relevant promotion that would tap into the right audiences across various platforms.

Project metrics (tap to reveal)

6.5M+

Overall Promotional impressions

11K+

Total Landing  Page Visitors

4K+

Total podcast listeners

7M+

Overall Program Imressions

The Solution

WWD and Accenture aimed to set WWD Voices: Retail’s Responsible Reset apart by developing relevant B2B themes that would provide learning and context, while tapping B2C recognizable talent that not only could speak to the desired topics, but also had buzzy appeal to attract listeners. From the CEO of Levi’s, to the CMO of Peloton, to the Group President of Michael Kors and SVP of Estee Lauder Companies, the crème de la crème of the c-suite rallied together to be part of the audio-centric conversation with WWD and Accenture. With the right topics, the right mix of talent and important editorial authority, a high touch and high followed podcast was produced.

Deployment

The program deliverables incorporated a dedicated set of custom episodes, each with a fully scalable promotional plan behind them to guarantee performance and listens. Promotion included email marketing, social media marketing, custom video and digital promotion on WWD.com's website. We also tapped into the famed guest hosts from companies including Tapestry, Peloton and Shiseido to cross-promote their episodes to their large followings, both externally and within their organizations.

Total branded and editorial themed podcast episodes

Guest hosts from brands outside WWD and Accenture

Total media placements across WWD digital, social, and newsletter platforms

Custom wwd voices landing page off of wwd.com

Custom promotional interview shoot with sizzle video

Listening platforms per episode (wwd.com, Google, Spotify, and Stitcher)

Countries trending with WWD Voices: retail's responsible reset on their top 100 streamed list

Results

The program resulted in brand promotion, thought leadership and a slew of industry buzz around Accenture's role and stance in the future of the retail marketplace. The company continues to harness relationships with some of the most important and impactful brands in the fashion, beauty, technology and retail spaces.