Greater Than the Sum

Overview

Plooto, a North American company specialising in automating domestic and international accounts payable and receivable, faced a pivotal moment in its growth strategy. The company was determined to deepen its footprint in the Canadian market, a region ripe with opportunity for their solutions. To achieve this, Plooto envisioned a content-driven strategy that would resonate with Canadian small business owners. Their goal was clear: launch a branded video podcast series to champion topics that mattered most to their target audience, including small business operations, financial automation, and evolving regulatory landscapes.

The podcast needed to strike a balance between being informative and engaging, addressing the real-world challenges faced by small business owners while subtly reinforcing Plooto’s brand values. However, they lacked the internal resources and expertise to bring this vision to life. That’s where our agency stepped in, ready to manage every aspect of the project and ensure its success.

Delivered

To bring Plooto’s vision to fruition, our agency provided a fully integrated service, starting with strategic planning. We kicked off the project with a series of in-depth workshops to align on goals, target audience profiles, and content themes. From these sessions, we developed a detailed show blueprint that would serve as the foundation for all subsequent efforts.

Next, we moved into guest research and booking. Identifying thought leaders and experts who could provide meaningful insights to the audience was crucial to the series' success. We curated a diverse line-up of guests, each bringing unique perspectives on managing cash flow, leveraging automation, and navigating regulatory challenges.

Our team also took the lead on scriptwriting and pre-interview preparation to ensure each episode was cohesive, engaging, and aligned with Plooto’s messaging. We attended interviews to provide on-the-spot guidance, ensuring high production values and smooth execution. Post-production efforts included editing the videos into polished episodes and crafting supplementary content—from social media snippets to email campaigns—to amplify the series’ reach.

Additionally, we supported Plooto in launching a dedicated video hub on their website. This hub served as a centralised location for the podcast series, enhancing accessibility and encouraging visitors to explore Plooto’s broader suite of solutions.

Results

The branded video podcast series exceeded all expectations, becoming a resounding success in the Canadian market.  By the end of the campaign, the series had amassed a staggering 81,522 views, representing a 2,164% overachievement. This exceptional performance underscored the resonance of the content with the intended audience.

Audience engagement metrics also painted a promising picture. The podcast series achieved an average retention rate of 56%, surpassing the 50% benchmark. This demonstrated not only the quality of the content but also its ability to hold viewers' attention—a critical factor in building brand affinity.

Beyond the numbers, the podcast provided Plooto with a steady stream of rich, evergreen media content. These assets were repurposed across multiple channels, including social media and email campaigns, maximising the return on investment. The feedback from guests was overwhelmingly positive, with many expressing enthusiasm about participating in future episodes. The launch of the video hub further solidified the podcast’s role as a cornerstone of Plooto’s digital strategy, creating a lasting repository of valuable content for their audience.