Galaxy: Sorry, not sorry

Sorry, not sorry

Challenge

Awareness

Summary

Galaxy wanted to talk to and celebrate real women in their latest campaign

Challenge

You may be familiar with Galaxy’s signature Audrey Hepburn television advert, or image of a woman indulging in a bite of Galaxy chocolate on a cold, rainy evening. But in Galaxy’s latest brief, they challenged us to instead showcase real women.

Subsequent research carried out by Galaxy found that women have an average of 1 hour less to themselves a day compared to men.

Using this research, we wanted to encourage women to reclaim the hour.

Idea

To spread this idea, we partnered with Huffington Post and Acast to create a 4-part podcast series with a range of inspiring women on how they prioritise time for themselves, titled Sorry, Not Sorry.

We recruited BBC Radio host and all-round chatterbox Gemma Cairney to host the series with podcast guests including Alice Liveing (author and fitness/wellness advocate), Sarah Willingham (Dragon’s Den judge), Niomi Smart (lifestyle and fashion influencer) and Charlie Hedges (DJ and host of the Radio 1 Late Evening Show).

Each 30-minute episode delves into why ‘me time’ is so important and how prioritising time for each of our guests has allowed them to prosper. It’s all about prioritising you and being unapologetic about it.

To assist and promote the podcast (available on all popular podcast platforms, including iTunes, Spotify and Acast), we sponsored Huffington Post’s ‘Women’ section with display assets promoting the new Galaxy ‘Darker’ collection. As well as this, we launched a supporting Huffington Post advertorial to accompany each episode, bringing the impact of the podcast into an advertorial arena too.

To spread the word in the audio space, we partnered with Acast to sponsor two huge podcasts – Ctrl, Alt, Delete and The Emma Guns Show – with a combined booked reach of 180,000 impressions. These authentic, natural reads have been seamlessly integrated into each podcast to help drive buzz around Sorry, Not Sorry. We’ve also created a 30” and 60” show trailer which is being seeded across hundreds of podcasts across the Women/Lifestyle/Millennial verticals (gaining over 3 million impressions).

The podcast was also featured as Apple’s ‘New & Noteworthy’. This is an incredible exposure for the series, especially as Apple historically haven’t always included branded podcasts on this list.

Results

  • Amassed 20,000 listens
  • Achieved a combined reach of 180,000 impressions with our sponsorship of other podcasts
  • Our 30” and 60” pre-podcast trailers gained over 3 million impressions
  • The podcast featured in Apple’s ‘New and Noteworthy’ list for five consecutive weeks

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