Fairfax Media announces results of 'Decoding Genius': The hit podcast series for GE has achieved 142,000 downloads

9 March 2017

Fairfax Media today announced the results of the podcast ‘Decoding Genius’, a bespoke content series created by MADE by Fairfax for GE, which has secured 142,000 downloads* and continues to climb. It was ranked in the Apple Store’s top 10 in its first week after launch, was the number one podcast in the iTunes Arts category for the duration of the campaign, and remains in the top 10 of this category. Feedback was overwhelmingly positive, with a 5-star rating.

This was also announced this week that the campaign has been shortlisted in the prestigious INMA (International News Media Association) Global Media Awards for Best Marketing Solution for an Advertising Client, with winners announced in New York in May.

‘Decoding Genius’ is a six-part podcast series investigating the incredible stories of six young geniuses, unearthed in Australia and around the world. These geniuses include Mitchell Clark, who at the age of 17 runs an IT business with 230 clients; Dr Jordan Nguyen, a biomedical engineer who built a mind-controlled wheelchair; and Ian Zelich, a 17 year old maths genius who has an IQ of 180.

To successfully engage listeners, MADE by Fairfax produced an engaging content series about the podcast, which was produced in collaboration with Macquarie Media and amplified across Fairfax Media and GE’s digital channels.

MADE by Fairfax Editorial Director, Kate Cox, said: “This podcast series reinforced GE’s brand positioning as one of the world’s most innovative companies in a unique and creative way. It’s a great example of the sort of high-quality, bespoke and immersive experiences Fairfax can achieve for brands by leveraging our content creation resources and expertise.

“With more than 20 per cent of Australians regularly listening to podcasts^ it’s an exciting time for brands to utilise this expanding medium. Podcasting provides a marketing channel for brands to engage with audiences on a deeper and more empathetic level, and the results of this latest branded series for GE show that when brands tell an exceptional story, people will listen.”

GE Australia and New Zealand Director, Communications, Joanne Woo, said: “As a brand, we like to experiment with innovative ways to tell our stories and interact with audiences. We try to be among the first to pioneer new channels and platforms - from podcasts to virtual reality.

“We’re thrilled with the success we’ve seen with the ‘Decoding Genius’ podcast series. It just goes to show that stories of invention, innovation and creativity really resonate with Australians - and the world.”

The six-part ‘Decoding Genius’ series campaign ran from 27 October until December 5, 2016. It is available for download here (for iTunes) and here (for all other channels). It can also be found on all Virgin flights.


Sources: * Whooshkaa Webplayer, Analytics Report - 12th February 2017.

^ emmaTM (Enhanced Media Metrics Australia) conducted by Ipsos MediaCT, people 14+ for the 12 months ending September 2016

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