At a global level, data firm Qlik had been trying to get an influencer project off the ground for some time. Unsure of the best way to use influencers to drive brand awareness and reach a C-Suite audience, Qlik challenged several of its agencies across the world to identify an influencer campaign that aligned to its global priorities. Brands2Life proposed Data Brilliant – a C-Suite podcast series featuring high profile influencers within the data space and more generally.
Developing the series from scratch, including the name, logo, creative look and feel, integrated marketing strategy, and podcast production, each month we identify and secure influencers to appear on the podcast as special guests. These influencers have included a BBC broadcaster, renowned thinkers and speakers on data literacy and data science, a former NASA astronaut and TV personality, a scientific advisor to Hollywood and former Olympian. Each tells personal stories about how data is impacting their world and society as a whole.
In addition to producing all assets across the series, including the podcast itself, accompanying blogs, audiograms and social calendars, we also manage all promotion of the podcast. From audio advertising, display and paid social oversight to organic social development globally. We use our influencer guests’ social profiles to boost visibility to audiences outside of Qlik’s usual domain and have delivered some firsts for Qlik – including boosting guests’ own organic Tweets through the paid programme to reach new audiences.
The podcast has now been running for almost two years, and continues to be heralded internally, and externally as a thought-provoking series that drives brand awareness. In fact, we even have PRs pitching us now for their clients to appear as guests on the show. We have generated over 10,000 podcast listens, thousands of blog views, hundreds of Spotify followers and the series generated over 25% of all clicks to Qlik’s Executive Insights Center – a key programme for the global CMO, ensuring we were front and centre of this crucial strategic programme.