Explore how a branded podcast boosted EQ Bank’s awareness, PR, and brand perception
EQ Bank was exploring tactics to grow stnce, their initiative that’s focused on inspiring women to confidently take ownership of their finances.
The EQ Bank team required a marketing tactic that could help grow the awareness and reach of stnce while also educating audiences in an engaging format. In addition, the team also wanted to attract new audiences to the initiative and retain the current community.
The EQ Bank team partnered with Quill to create Take Back Talk Back, a podcast that goes beyond the realm of everyday finance to build financial literacy and confidence among women.
Additionally, EQ Bank wanted to further their alignment with this mission and messaging, increasing positive brand perception and credibility.
Quill worked with EQ Bank to create empowering audio content through an advanced interview-style branded podcast. To accompany the show, the Quill team built custom marketing and growth strategies to ensure the podcast reached the desired, female-focused audience.
Find a way to connect directly with a female-identifying audience who are often excluded from conversations around finance
Find experts who can speak both technically on financial literacy and the personal or emotional elements of it
Focus conversations on taking back ownership of our finances rather than being spectators or afraid to ask questions
Discuss the things that are often swept under the rug or that people are scared to discuss
Utilize a co-hosting dynamic where both hosts and guests tell personal stories and connect on a deeper level with the audience and each other
Weave in reflections, personal stories, and banter from the hosts to forge a connection with the audience
Through purpose-driven brand storytelling, Take Back Talk Back is helping women build confidence in finance. The podcast has contributed to boosting the brand's PR and increasing awareness of EQ Bank and stnce’s initiatives.
Take Back Talk Back has received an impressive number of downloads and unique listeners with an upward growth rate month over month. In addition to being in the Top 10% of Apple Podcasts, they’ve ranked on global podcast charts in the education category.
