Storytelling is a universal language that can manifest diversely across nations, captivating distinct global audiences. Audible, the leading creator and provider of premium audio storytelling, wanted to share its narrative to millions worldwide by providing exciting, innovative, and best-in-class social content to Audible's global marketplaces, attracting new, entertainment-driven audiences.

The idea was to create an inaugural Global Influencer Program featuring influencers from 11 countries spanning North America, Europe and APAC. These carefully curated influencers were selected to resonate with their cultures and Audible’s target audience of millennials and Gen Z, and were able to articulate a cohesive brand message authentically and creatively.

Through this program, Audible's story would transcend borders, resonating with audiences worldwide. As each influencer lent their voice to Audible's narrative, the first influencer program of its kind became a conduit for cultural exchange and storytelling on a global scale.

The selection of influencers from 11 countries spanning North America, Europe, and APAC reflects a strategic understanding of cultural diversity and its impact on audience engagement. At its core, the campaign was conceived as a vibrant tapestry woven from the diverse voices of 13 hand-selected influencers spanning 11 regions worldwide. These influencers, meticulously chosen to resonate authentically with their cultures and Audible's target demographic of millennials and Gen Z, served as cultural ambassadors, articulating a cohesive brand message across borders. Creative content, ranging from personalized playlists to intimate conversations with Audible authors, served as vibrant showcases of the rich tapestry of stories housed within Audible's library. These pieces not only celebrated cultural diversity but also mirrored prevalent social media trends, fostering interactive dialogues and deepening audience engagement.

It was crucial that this program featured influencers that were authentic and relevant to their marketplace while maintaining the same brand story for Audible across the board. Ultimately the team carefully hand-selected 13 diverse influencers hailing from 11 regions worldwide to tap into the cultural zeitgeist and showcase that Audible has something for everyone.

Recognizing the unparalleled potential of influencers to propagate Audible's narrative across global spheres, this strategic approach aimed to cast a wide net, engaging audiences on a scale previously unexplored. Leveraging the already-established captivation of these influencers' audiences, the partnership sought to harness their unique experiences and stories, effectively amplifying Audible's global resonance.

Content was carefully developed based on the maturity of Audible within each market. In less developed regions, emphasis was placed on high-level use cases, while in more established countries, recommendations delved into specific genres and titles. Drawing inspiration from prevalent social media trends, content was also created that mirrored the zeitgeist, from sharing personalized playlists to spotlighting stories that set the tone for their daily endeavors. Some influencers even pioneered the trend of unveiling their top five stories, fostering an interactive dialogue that encouraged audiences to partake and share their own favorites.

In a bid to deepen audience engagement and forge genuine connections, select influencers embarked on intimate conversations with the masterminds behind Audible's captivating tales. Delving into the intricacies of storytelling and the pivotal moments that birthed these narratives, these exchanges offered audiences a rare glimpse into the creative process, fostering a profound sense of affinity and curiosity.

With hundreds of original pieces crafted alongside influencers, the program achieved remarkable outcomes for Audible. The program has garnered over 554.9 million total impressions - overachieving the total program target by 566%. Additionally, the inaugural program achieved 1.54 million engagements (and counting), and over 808,000 web link clicks, propelling Audible to amass new followers across its social media platforms—a testament to the campaign's potency.

The global influencer program drove overwhelmingly positive sentiment from our global communities. Since the launch, sentiment has remained consistent: ~85% of the sentiment is positive, and 15% of the conversation has been neutral. The positive conversation around influencers has been related to celebrating the partnership, showing love and appreciation for the influencers, and engaging with Audible with the prompt or action the influencers are asking their communities. These positive themes were consistent with all influencers that launched.