Marketing gems in your earbuds

It’s what every marketer wants to know: how do you ride the zeitgeist? What’s the secret to going viral, sparking brand-love and delivering an original campaign that works?

Presenter Jules Lund has has done his homework to deliver some brilliant gems from Australia’s leading marketers in Face 2 Face from Facebook, the new podcast series produced by Whooshkaa.

Lund talks to top marketers about their campaigns; those meticulously planned and executed and others where marketers deftly pivot to harness an accidental opportunity.

The series of four podcasts is filled with fascinating insights into what drives success in the field. Lund’s guests explain the humour, wonder, emotional connections, integrity and passion poured into their best campaigns.

Guzman y Gomez’s Lara Thom discusses the fierce loyalty that lights up the brand’s Facebook and Instagram pages and reveals how a tidal wave of publicity grew from her offhand answer to a cheeky customer email.

Velocity’s Dean Chadwick pulls apart the addictive, humorous campaign which purports that an intern has mistakenly publicised a billion-points giveaway rather than a million-points giveaway, forcing the company to honour the pledge. But a rescheduled board meeting meant that Chadwick put the plan before his bosses two days before it was due to go live. The money had been spent and the shooting complete.

Lund hosted a video series of Face 2 Face from Facebook last year, but the new series adds podcasts, taking advantage of the long-form story-telling medium with Whooshkaa, the Australian platform which hit No.1 in the US, UK, Canada, Australia and New Zealand this month with The Teacher’s Pet.

Leading minds from KPMG, TBWA Melbourne, Optus, Host/Havas, the AFL and more talk about the inspiration and perspiration behind their strategies and point out the mediums, trends and shifts to watch.

TBWA’s Kimberlee Wells talks about provocative campaigns for ANZ, such as GayTMs for Mardi-Gras and gender pay gaps, which have ignited both social conversations and vitriol. “You’ve got to be able to hold your ground,” she says.

Facebook’s Head of Marketing Australia and New Zealand Alexandra Sloane said the Face 2 Face podcasts opened a window on the thoughts and actions of some of the industry’s best minds.

“Podcasts provide the ability to dive deeper into a story beyond video,” Sloane says. “Marketers tell us that they love to hear from their peers about challenges, wins and the fascinating journeys that result in great work. The podcast format is perfect for this.”

Face 2 Face from Facebook is produced and distributed by Whooshkaa. Listen free on Apple Podcasts, Google Podcasts and Spotify. Short video clips from the conversations are available on Facebook Business.