BRAND INTRODUCTION
Audible aims to enhance brand salience and consideration by positioning itself as a premier destination for high-quality audio storytelling. This will be achieved through engaging content tailored for Gen Z and late millennial audiences on social media platforms.
THE PROBLEM
In an era saturated with visual content, auditory experiences often struggle to capture and maintain attention. Despite the rising popularity of podcasts and audio content, many platforms lack the immersive storytelling environment that Audible offers.
OPPORTUNITY
Audible has the unique opportunity to capitalize on the growing interest in podcasts and audiobooks by creating a distinct and immersive audio storytelling experience. By leveraging the interactive and engaging nature of social media, Audible can connect more deeply with its audience, foster a sense of community, and stand out as a leader in the audio content space.
OBJECTIVE
- To enhance brand salience and consideration for Audible by engaging the target audience through interactive, behind-the-scenes, and user-generated content on social media, ultimately establishing Audible as the premier destination for high-quality audio storytelling.
TARGET AUDIENCE
- Audible's target audience includes 18-35-year-olds residing in key metropolitan areas. They are socially mobile, actively seek out relevant and entertaining content, and engage with trends on platforms like Instagram.
KEY MESSAGE
- "Experience Stories Like Never Before"
DELIVERABLES
- Approach Note: some text
1. Interactive Storytelling: Utilize Instagram's interactive features like polls and quizzes to engage users with snippets from popular audiobooks, encouraging interaction and curiosity.
2. Behind-the-Scenes Content: Share exclusive behind-the-scenes glimpses of narrators recording sessions or authors discussing their inspirations, creating a sense of intimacy and connection.
3. User-Generated Content: Encourage users to share their favorite audiobook moments through challenges or hashtags, amplifying community engagement and testimonials.
- 3 Reels/Statics Illustrating the Approach:
Create visually compelling content that showcases the above strategies in action, emphasizing storytelling, behind-the-scenes insights, and user participation.
- Optional:
Explore innovative ways to leverage Twitter to create meaningful engagement, possibly through real-time audiobook discussions with authors or curated audiobook recommendations based on trending topics.
This approach aims to establish Audible as not just a platform for audio content, but a vibrant community where storytelling thrives and resonates with the digital-savvy audience of today.
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