about the collaboration

Audible entrusted K&C Media Group with the marketing campaign promoting the debut podcast Audible Originals — “The Unusual Suspects with Kenya Barris and Malcolm Gladwell”. The series, which launched on 30 January 2025, brought together some of the most influential figures of our time: Jimmy Kimmel, Dr. Dre, Ava DuVernay, Sue Bird, David Chang, Wes Moore and Ursula Burns. Our task was to build a campaign that would reach a global audience and turn the podcast into an event — not just another release.

success criteria

A premium podcast with a star-studded cast demands a campaign worthy of its guests. Success was measured by the ability to build anticipation ahead of the premiere, listener conversion in the first weeks, and organic reach generated by the talent itself. Every piece of content had to capture the spirit of the series — raw, unfiltered conversations with people who changed their industries — while also serving as an effective acquisition tool for new Audible platform users.

results

The campaign covered a full promotional content ecosystem — from social media materials to digital activities supporting the premiere and subsequent episodes of the series. “The Unusual Suspects” became one of the most talked-about podcast launches of 2025, generating widespread media and listener interest around the world. Nine episodes, nine icons — and a campaign that matched their level.