Alan Partridge x Audible

**The Challenge.** Alan Partridge is launching his own podcast. But so is everybody. How do we do something that makes a splash that feels authentic to 20 years of Alan? (and without Steve Coogan’s time).

**The Insight.** Alan is an incredibly professional broadcaster. He also likes to name-drop his top celeb connections from the Beeb, but they’re not calling much these days. Where else would the platform be to launch his promotional campaign than LinkedIn? He could add various big names from media outlets to help promote the podcast. That’ll show the BBC bigwigs for not giving him a second series.

**The Results:** A silly amount of organic impressions (22 million) and coverage from the likes of NME, Shortlist and top BBC Presenters. The inaugural ‘Best use of LinkedIn’ award at The Drum Awards. Gold for Best Marketing Campaign at The Arias. A double nod from Creative Circle Awards for Best Innovation and Best Social Media.

**My Role:** I oversaw the strategy, working with our creative directors, the client and talent’s team to ensure that the campaign felt original but wholly Alan. I also had the driving seat to Alan’s actual LinkedIn profile, so if you received a friend request or endorsement from Alan, that may well have been me. I’ve forgotten the password now, so can’t help you out at the moment I’m afraid.