Challenge

Last year, the UK’s best network and mobile coverage provider EE was preparing to launch 5G. They came to us with this challenge: How can we extend the ‘Who Says You Can’t?’ ethos of going beyond perceived boundaries through organic social channels. And we answered: A podcast series. 

Our first series of podcasts gained 4x download targets, 60% average listen rates and 5* reviews. Brilliant results. So what next? Series 2. 

We needed to build on the success of Series 1,  evolving the content and format in line with the new positioning of ‘Who Says You Can’t’.

Ultimately, we aimed to evolve the Who Says You Can’t story and brand metrics, make another top quality, engaging podcast series and create assets to  drive reach and conversation across all social media channels.

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Solution

We handpicked every guest, all with stories to tell. They were barrier breakers, problem solvers, lateral thinkers and stubborn idealists. Just like EE, in fact. 

We focused on what Who Says You Can’t means for EE and its customers as technology and innovation transforms the way we live and work. Our pioneering guests shared their stories (with host Rick Edwards) of how they took ‘you can't do that’ as a challenge and just did it anyway, using digital tools.

Cassetteboy - The masked man of mashups discussed how he got Alan Sugar to say whatever he wanted, anonymity and making judges cry.

Jessica Kellgren-Fozard - She’s an invisible-disability illuminating, deaf, LGBTQ+, vintage fashion-loving YouTuber and Quaker.

Don Strapzy - Who says a Sunday league squad can’t be more popular than the big league teams? The SE Dons are exactly that, thanks to their founder, Don Strapzy.

Jimothy - This mysterious DIY rapper talks about how he turned his biggest barriers into his engine for creativity.

Activity

We created scripts and recorded the podcasts. Whereas in Series 1, our inspiring guests embodied the spirit of Who Says You Can’t, and what that means to people, in a tangible way, in Series 2 , our perspective shifted towards tech.

We focused on what Who Says You Can’t means for EE and its customers as technology and innovation transforms the way we live and work.

Our pioneering guests shared their stories (with host Rick Edwards) of how they took ‘you can't do that’ as a challenge and just did it anyway, using digital tools.

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Results

1.37M

Total impressions on social

18k

minutes of content consumed on Apple Podcast app (subscribers only) & YouTube combined

361K

Reach driven by influencers

Listen to Who Says You Can’t series 2 here