The Podcast That Nobody Finished

Creating content that’s so dull it sends people to sleep isn’t usually a foolproof way of advertising a new product, however Acast and iProspect proved that this unusual approach could deliver real business results for IKEA when promoting their new range of mattresses.

Sleep content is often quite predictable, but not The Podcast That Nobody Finished. In this podcast series some of the most listened to voices in the UK recorded their own unique versions of sleep stories, including Richard Herring ‘counting comedians’ as he ranked every guest he’d ever had on his podcast and Jessie Ware telling her mum about her top 200 vegetables. The series also showcased creativity in how it was delivered to listeners, with a first-of-its-kind release strategy resulting in episodes being consumed over 75,000 times in the first week of release, smashing benchmarks for a branded series. The results? A 7% increase in consideration (82%) and a 13% increase in people agreeing that “IKEA is an expert in sleep”. Best of all, listeners have let us know that they have used the series to help them drift off. The question as to whether anyone has actually finished the podcast remains unanswered.