Resilient Edge is a multi-episode branded podcast created to position Deloitte’s SAP alliance as a trusted partner for executive leaders navigating operational innovation and business transformation. Across two seasons to date, the series has delivered in-depth, insight-driven conversations, with a third season currently in development. The strategy was built on a core insight: more than 4.5 million U.S.-based C-suite and enterprise leaders rely on the BBC for credible reporting on innovation, technology, and global business trends. This made BBC StoryWorks the ideal partner to bring Deloitte’s expertise to decision maker audiences in a format that delivered real audience value and education rather than promotional.
Hosted by Deloitte’s Chip Kleinheksel, the series featured senior voices from SAP, Skyworks Solutions, Mitsubishi Chemical, Esri, and Deloitte itself, including SAP’s Chief AI Officer Philipp Herzig and Deloitte’s Global SAP Offering Leader Vadhi Narasimhamurti. Each episode tackled topics such as AI, data, supply chain resilience, and organizational agility, with real-world success stories and frameworks for scalable transformation. The goal was to create a podcast that executives would spend time with because it felt useful, credible, and grounded in reality. The objective: Repeat listening, deeper engagement, and a platform that genuinely helped leaders think more clearly about transformation.
Distribution spanned the BBC podcast network, targeted paid social on LinkedIn and Facebook, and high-impact display on BBC.com designed to reach the BBC changemaker audience. The result was a premium audio experience that delivered thought leadership in a trusted environment while driving measurable engagement among senior decision makers.
The campaign aimed to strengthen Deloitte’s position as a strategic advisor for enterprise leaders focused on transformation. Key goals included increasing brand visibility within a credibility-led environment, driving meaningful engagement with C-suite decision makers, and showcasing real world examples of business resilience. Performance goals centered on podcast engagement, including podcast downloads, listening behavior, and interaction with promotional assets. The program also sought to validate the effectiveness of premium audio storytelling as a channel for B2B thought leadership, and to create a scalable model for future content- driven brand building.
Both seasons of The Resilient Edge program delivered strong performance and exceeded expectations across key metrics. During Season One, the podcast generated more than 39,000 downloads and ranked in the top 2% of podcasts globally within the first 30 days of launch, according to the Omny Studio / Triton Digital Global Podcast Benchmarking Report; one of the industry’s most widely cited performance standards. On-site promotion achieved an average click-through rate of 0.24%, exceeding BBC benchmarks by 50% and demonstrating strong engagement among senior business audiences.
Building on these learnings, the Season Two campaign benefited from an enhanced omnichannel promotional strategy that significantly expanded reach. With six episodes released to date and two more still to launch, Resilient Edge has already exceeded its core performance KPIs, demonstrating the strength of branded audio within a trusted BBC environment and its resonance with executive audiences. Within the first 30 days, Season Two delivered over 70,000 podcast downloads (twice the Season One volume) and more than 52,000 page views (double the previous year). Every completed episode has surpassed 25,000 downloads within 30 days, with top episodes exceeding 31,000 downloads, maintaining the show’s top 2% global performance benchmark.
The podcast has also achieved strong international visibility, charting on Apple Podcasts in seven countries simultaneously, including the United States, United Kingdom, Ireland, Egypt, Peru, Indonesia, and Spain, with rankings as high as #26 in Business in Egypt and #98 in Business in the United States.
Together, these results demonstrate strong audience resonance, reinforce Deloitte’s SAP alliance positioning, and highlight the effectiveness of storytelling within trusted BBC environments, laying the foundation for continued growth with Season Three in development.
