Case study spotlight
Bringing Audible Originals’ Queer 18th century period drama into the modern world through trailblazing influencers and trusted community spaces. Find out how we positioned Hell Cats as an unmissable series for all those interested in queer history and LGBTQ+ icons.
CLIENT – Audible, an Amazon company
AGENCY – OMG UNITE, Hearts & Sciences
SERVICES – Content Partnership, Creator Collaborations, PR & Earned Media
Charlie Craggs (She/Her)
Charlie Craggs is an award-winning Transgender activist, author and presenter. She has been described as “the voice of a community” by Vogue and was number one of the New Radicals list (2016). Charlie Craggs is a significant member of the LGBTQA+ community and has been donned one of the most influential LGBT people in the UK (Rainbow List).
Jamie Windust (They/Them)
Jamie is a public figure and contributing Editor for Gay Times. They are also a presenter and model as well as award-winning writer and author of ‘In Their Shoes: Navigating Non-Binary Life’. In the past, Jamie has written for The Independent, British GQ, Cosmopolitan and more, and has been named as one of London’s most influential people (Evening Standard: Story Telling).
What was the challenge?
Hell Cats is a fast-paced tale of 18th century girl-power, cutthroat adventure and an enduring love affair inspired by the true story of Anne Bonny and Mary Read. These characters were the most notorious female pirates of all time and this story was very niche at the outset. We needed to drive enthusiasm and engagement with a new genre-defying series.
What was the strategy?
By collaborating with PinkNews, Hell Cats’ promo was able to leverage the Queer publication’s website and social media channels to drive engagement and enhance the conversation online. Similarly, we were able to increase awareness and build trust with authentic influencer figures and talent, successfully positioning the podcast as an unmissable part of Queer culture. Talent included Charlie Craggs, Jamie Windust, Chelcee Grimes, Liv Little and Char Ellesse.
What were the results?
Hell Cats has been extremely well received (4.8/5 rating) and the awareness campaign with Audible was a resounding success. We were able to build a rich narrative for the show amongst PinkNews audiences and brought forgotten Queer history to life. The combined activity came to 40% above the upper end of PinkNews’ performance estimates.
By creating additional related content as promo for Hell Cats through our influencer network we were able to take over social media spaces with a collective following of 208K. Key highlights from the influencer content amplification included 140K+ impressions, 103K+ reach and 64K+ video views.