Explore how Ledn leveraged branded podcasts to boost awareness, reach, and brand credibility
“The podcast is an articulation of our brand purpose - making wealth more accessible through digital assets.”
Andrew Rapsey Chief Marketing Officer @ Ledn Because of Bitcoin Ledn is a financial services company built for Bitcoin and digital assets. They offer a suite of lending, savings, and trading products to digital asset holders in over 130 countries.
The team at Ledn approached Quill with the need to create an original podcast series highlighting the ways in which Bitcoin has positively impacted people’s lives.
Since digital currencies have been a divisive topic for years, the podcast needed to showcase the benefits that Bitcoin can bring to the lives of everyday people, and explore some of the myths and misconceptions surrounding it.
In addition to this, the Ledn team wanted to build thought leadership amongst a more mainstream audience and increase brand awareness.
Quill created the Because of Bitcoin podcast, an interview-style show featuring industry experts and everyday people who have been touched by Bitcoin. The goal of the show is to break down the negative connotations surrounding Bitcoin and digital currencies and instead, provide trustworthy information that contributes to Ledn’s credibility and reach.
Research existing crypto-focused podcasts to understand their common elements and how to make this show stand out
Since many shows were technical and lacking a human element that Ledn believes is very important, we decided to tell human stories related to crypto and how it’s positively impacted lives
Conduct investigative research with our host and brand team to find people who have stories about how crypto positively changed their lives
Ensure any technical conversation in the show is approachable and could be consumed by audiences on the cusp of being converted to crypto users and current crypto users
Edit the show to ensure a personal element to each episode where audiences connect with the issues the guest was facing that crypto was able to help solve
Market the show using targeted tactics that can reach potential crypto users in new global markets
The launch of Because of Bitcoin was an incredible success, reaching over 100,000 downloads in the first 10 episodes. The podcast also ranked on numerous Apple and Chartable charts including #3 for Investing podcasts in Guatemala and #3 for All Podcasts in Brazil.
The Ledn team found the podcast did incredibly well in increasing the brand’s visibility, awareness, and brand perception. The show also fostered industry recognition and credibility. The podcast provided the team with over 20 weeks of social media content which assisted in engaging the show’s existing audience and drove new listeners.
"Quill was a fantastic partner who coached us through every step of building out the podcast."
–Andrew Rapsey, Chief Marketing Officer @ Ledn
