Fitness | VicHealth

When your marketing goal is to get people out to exercise, and then Covid forces everyone to stay indoors, what do you do?The team at VicHealth added a podcast to their 'This Girl Can' campaign, which successfully connected and motivated women using authentic stories of encouragement. How did they do this during a most extraordinary lockdown? Our guest Alex Dandanis, VicHealth’s Strategic Communications Manager, walks us through why they used a podcast, how they created it professionally while keeping it authentic, and why it’s success has encouraged them to get deeper into podcasting.  THINGS WE SPOKE ABOUTHow and why the podcast added to the overall marketing campaignBehind the scenes on production and how they kept it authenticPromotion used to attract audienceMeasuring KPI’s and ROIKey advice for marketers considering podcasts in a campaignGUEST DETAILSAlex Dandanis is a digital native focused on driving behaviour change for good.  For five years she has acted as Stratigic Communications Manager for VicHealth Austrialia specialising in strategic communications, content marketing and social media. Find her on Linkedin:  https://www.linkedin.com/in/alex-dandanis-b9210725/Listen to the podcast here: https://podfollow.com/1508941891/viewMORE INFORMATIONIf you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io. You’ll find guides on how podcasts work specifically for brands, along with lots more examples of award winning brand podcasts to inspire you. Working with us means you do all the fun stuff, and we do everything else. Find that information on our website www.dustpod.io.  QUOTESThe problem was research showed a lot of women were even less active than men. We wanted a way to connect to these women in their homes, give them inspiration and other women to connect to. – Alex DandanisIt was really raw, we didn't want to over edit it, it was very much authentic in giving women the microphone and letting them kind of share their own stories and connecting on that deeper level with listens. – Alex DandanisIt's evergreen content that we keep going back to. Our marketing team are well across the podcast as a solid asset which is a gift that keeps on giving. – Alex DandanisKEYWORDS#podcast # awardwinners, #evergreen #content #vichealth #melbourne #dustpod #brands