Podcasts are popular. They’re popular with consumers. Their listeners are growing throughout the world. They’re popular with brands. Reaching people with traditional, or even digital, advertising is ever more difficult in today’s ad-cluttered world.
AJF Partnership realised that Officeworks could provide a useful service to Australia’s 2.2 million small businesses. Running a small business is no easy feat and with these accounting for half of the nation’s workforce, small businesses are also the engine room of Australia’s economy.
Officeworks’ five-part podcast series, Paper Cuts, has just passed 10,000 downloads. As AJF Partnership expected, Australia’s interest in hearing about the blood, sweat and tears that really goes into driving a small business is well and truly alive.
Paper Cuts is hosted by business coach and author, Jason Cunningham, who shares incredible, untold stories of five small Australian business owners. Each of these businesses has had that “paper cut” moment – when it all seems too hard and they’re not sure they can keep their dream alive. All survived and thrived.
The series was developed in partnership with News Corp Australia’s content marketing arm, SUDDENLY, and supported with an integrated media campaign, including native, digital display, in-podcast advertising and small business research integrated into editorial across News Corp Australia’s mastheads.
Officeworks general manager corporate affairs, Alex Staley, said, “We recognise that running a business can be a long and hard journey. At Officeworks, we’re all about supporting Australia’s business community to start, run and grow their business through the products and services we offer, but also with helpful and practical stories, tips and advice from those who are also going through the same experience, in Paper Cuts.”
Paper Cuts can be downloaded from Officeworks’ WorkWise, a dedicated small business hub that provides free, helpful articles, downloadable resources, videos and podcasts to help them start, run and grow their business. Since its inception in 2016, WorkWise has hosted more than 500,000 UVs, 9000 resource and template downloads, and more than 10,000 podcast downloads.
Podcast strategy and production: SUDDENLY
Creative: AJF Partnership, a GrowthOps business
Digital, Content, Performance Marketing and Social: Columbus