Bauer Media’s online women’s brand The Debrief is experimenting with a new way to make money from audio with a podcast series that works to seamlessly transition into sponsored content from the Financial Services Compensation Scheme (FSCS).
The series will be centred around life advice for The Debrief’s twentysomething female audience, covering such things as how to fix a broken heart and to how banish imposter syndrome, an open topic that can be easily aligned with money saving advice from the FSCS. It will then promote the free protection FSCS provides to consumers’ money in UK savings and current accounts.
"For The Debrief, finance and savings content is a topic that already performs amazingly well amongst our audience, meaning the FSCS is a great partner to help educate our audience on budgeting and savings, bringing the subject to life is a way that is easily consumable," said Nadia Holmes, head of digital audio at Bauer Media.
The series comprises of eight 20-30 minute podcasts, accompanied by social amplification and display advertising across the site to drive awareness of the podcast and FSCS partnership. The first episode will be available to download from today (28 March).
The Debrief will also be running a full marketing campaign across relevant Bauer Media properties such as Kiss, Heat, Grazia and BCN, to promote the FSCS’s latest campaign ‘Help Your Future Self’, aimed at helping people realise how much money they could save now, and for the future.
The brand conducted a piece of research on its readers to gauge the interest in digital audio, which found that 44% of its visitors have listened to a podcast in the last six months and over a third of those are regular listeners (once a week or more frequently).
As such, Lauren Holleyoake, head of The Debrief, said this brand extension to digital audio is a "natural move" and a way to build its brand among millennial women.
Mark Oakes, head of communications for Financial Services Compensation Scheme said: “We’re really excited to be partnering with The Debrief for their first series of podcasts. We know the brand is ahead of the curve when it comes to talking to 20-something year old females, with a breadth of content that’s relevant to their lives. This type of partnership helps us to raise awareness of FSCS with these women in a more meaningful and authentic way.”