Life is Good, a beloved Boston-based lifestyle and apparel brand dedicated to spreading the power of optimism through its quirky tees and accessories, enlisted CerconeBrownCompany (CBC) to help make a splash online for their 25th anniversary. More than just make a splash, they wanted to reach a younger audience.
To help Life is Good celebrate their 25th anniversary and reach the coveted millennial demographic, CBC created the #SomethingGood campaign, centered on the crown jewel of the strategy: The Life is Good Ping Podcast.
With podcasts inherently reaching a younger audience – 65% of podcast listeners are 34 years of age or younger – we knew that this digital medium was the perfect way to engage younger audiences and set the campaign apart from other brands in their space.
In each episode, podcast hosts and Life is Good Founders (and brothers!) Bert and John Jacobs interviewed guests on their approach to optimism and positivity, asking guests to share stories of how optimism helped them power through difficult moments in their lives. To differentiate our podcast from the hundreds of thousands vying for attention, each episode ended with the guests competing against Bert and John in a charity Ping Pong contest. Each podcast episode winner received a donation from Life is Good to their charity of choice.
Did we mention that the show’s guests included the likes of The Beatles’ Ringo Starr, U.S. Olympic gymnast Aly Raisman, and award-winning journalist Katie Couric?
Accompanied by video footage, social media promotion, and digital advertising, the podcast was a huge success. In fact, the Ping Podcast was such a hit that CBC was recognized several times by industry influencers and peers in 2020!
Today, we are honored to share with readers the details behind the successful launch of a brand podcast. We hope to inspire your organization to explore creating a podcast series with us. Watch the video below to hear from our own CBC team on how we created a podcast that was, truly, “something good.”