The goal of Trustonomy was to establish OneTrust as thought leaders in the privacy and security space to a brand new audience. To achieve this, we wanted to tell compelling stories from the not too distant past that would illustrate the challenges organizations face in building trust with their customers, stakeholders, employees, and investors.
A healthy download number for all five episodes was our initial success metric, but we also wanted to make sure the audience was engaged across the full length of each episode, and that they were returning with each new episode drop.
Lastly, we wanted to highlight the wealth of knowledge our internal Subject Matter Experts could bring to narrative storytelling.
We hired the podcast agency Pacific Content to create something unique, educational, and inspiring. Through multiple rounds of discussions around story evaluation, host choices, sound design, and even music choices, Trustonomy came to life.
PC created five episodes of fascinating storytelling with the brand nod and educational element to it that would surprise and delight our audience.
As with all brand content initiatives, convincing our internal stakeholders was a challenge: and in particular, delivering our brand messaging in an unfamiliar format. But the quality of the product definitely enabled us to get buy-in from execs.
Launched in September of 2023, Trustonomy was backed by a full organic promotional campaign, plus a small amount of paid: mostly in-app promos and some strategic host reads.
There are 47,896 downloads to date
We set a benchmark of 70% for episode engagement in Apple, and we surpassed it with a rate of 84.47%
Trustonomy earned placement on Apple US and Amazon Canada
Episode 2 ranks in the top 1% of podcasts* (4,988 downloads) with 10,234 downloads, and Episodes 3, 4, and 5 were in the top 5% of podcasts (1,120)
But what was most rewarding was the positive sentiment we received on social media from customers and industy influencers.
Some examples:
Brian Keller - Uber https://www.linkedin.com/posts/brikell_trustonomy-activity-7128033427638947841-q0Xp?utm_source=share&utm_medium=member_desktop
Dennis Meister - Technology Executive Transitioning to Climate Tech https://www.linkedin.com/posts/dennismeister_blowing-the-whistle-on-the-space-shuttle-activity-7122364074910261248-B2BK?utm_source=share&utm_medium=member_desktop
Iain Borner - The Data Privacy Group https://www.linkedin.com/posts/iainborner_trustonomy-digitaltrust-privacysuccess-activity-7120436422376869888-7J0o?utm_source=share&utm_medium=member_desktop
