01 — Project details
Podcasts have been a big focus for Our Media in the last few years, and Gardens Illustrated wanted to join the company focus by launching their first podcast Talking Gardens in March 2023.
02 — Creative process
I developed a video-first strategy that would generate engaging content for the audience with short sound snippets shared as Instagram reels. I utilised the celebrity status of each episode's guests by inviting them as collaborators on every story and reel to enable us to expand our reach beyond the current GI following.
03 — Results
After the release of the first season with the special five bonus Chelsea episodes Talking Gardens won the Podcast of the Year award at the annual Garden Media Guild Awards celebrating the best in garden media communications, including writing, photography, videography, broadcasting, vlogging and social media. GI has since released four more seasons of Talking Gardens which has helped to generate a total of over 669K downloads since its debut in March 2023.
669K
Downloads
+2,2M
Impressions
+11K
Link clicks
Facebook posts
Alan Titchmarsh MBE - gardener, broadcaster, author and national treasure - talks to Stephanie about the gardens, places, people and plants that he would like to include in his dream garden
Listen today https://link.chtbl.com/ecA5Jqi6
Listen to cook, food writer and passionate home gardener Nigel Slater talk to Talking Gardens host Stephanie Mahon about what he would include in his dream garden, from the inspirational spaces of Japan to the stars in the sky, and from soft green moss to bright bronze azaleas. Listen today https://link.chtbl.com/8LMiHg9o
Talking Gardens host Stephanie Mahon talks to world-renowned garden designer Tom Stuart-Smith about his dream garden.
Listen here https://link.chtbl.com/8LMiHg9o
Top performing videos
Monty Don
Inviting Monty as a collaborator helped to increase the reels reach exponentially with a total of +403K impressions.
Piet Oudolf
Piet is another gardening legend, although he is not as active on IG we saw a huge amount of engagement come from the clips.
Carol Klein
The clip I chose for Carol's episode was a great conversation topic with the GI audience diving in to give their opinion.
Dan Pearson
As a closely brand aligned guest Dan's episode saw a strong conversion rate resulting in 20,803 downloads to date.