Mediafin is a Belgian media group founded in 2005 as a joint venture between Rossel and Roularta Media Group. Based in Brussels, it publishes two daily newspapers: De Tijd (in Dutch) and L'Echo (in French).
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With more than 300,000 daily readers, Mediafin's newspapers, magazines and online media platforms reach the most influential audience in Belgium, from entrepreneurs, managers, investors to high-level decision-makers.
The goal
Their goal was to create a series of five Dutch and French episodes that would air biweekly. The goal of launching this brand podcast was to help listeners recognize the importance of digital transformation during the modernization process and the need for a digital transformation in his company or enterprise. By sharing relevant information, we position Salesforce as a company that enables digital transformation through their product, the CRM software. Mediafin chose Chase Creative as a partner who would help develop and realize the concept. Based on successful collaboration on previous branded podcasts: Insight for EY, and Private Conversations with Belfius for Belfius, Mediafin again collaborated with Chase. As with previous projects, our team of podcast experts was in charge of the entire process, from creating a proposal, format, concept to recording, editing and mixing the podcasts.
The process
Under the working title "The Digital Route/La route Digitale," this branded podcast explores innovation and the role of digital transformation in the manufacturing, retail and banking industries. Each segment focuses on different challenges in a specific sector, how digitization can help solve these problems and what technology will become mandatory for future businesses. Through a dynamic conversation between Belgian entrepreneurs (Salesforce customers), external expert and a Salesforce expert, the audience will receive detailed information on mobile applications, productivity tools, sustainable measures, artificial intelligence and other key components of digital transformation. The audience will have the opportunity to learn more about mobile applications, productivity tools, sustainable measures, artificial intelligence and other digital transformation components. Each podcast is created as a simple and straightforward interview format. The presenter asks the questions, a Belgian entrepreneur (Salesforce customer) answers the questions and a Salesforce expert provides concrete solutions and ideas.
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The Chase Creative podcast team that worked on this project included:
- Petra Beeckx: journalist, copywriter, podcast producer
- Alexandre Braeckman: journalist
- Wederik De Backer: sound recording, editing and mixing
- Pieter Blomme: audio narrator
- Anastassia Oudovitchenko: project manager
- The interviews were recorded in Mediafin's studio at Tour & Taxis in Brussels. Due to the coronavirus crisis, it was a challenge to manage the project as it was not allowed to record with many people in the studio. Our team solved this problem by scheduling separate recordings or recording remotely via video/sound software.
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The results
The branded podcast is available on the DeTijd website, and all relevant podcasting platforms, from Spotify (NL & FR), Apple Podcasts, Google Podcasts and other podcasting platforms.
"We are currently in over a thousand unique listening sessions for both the Dutch and French versions," said Tim De Geyter, project manager at Mediafin.
"The campaign is ongoing, so we expect the number of viewers to gradually increase. If a listener spends his or her time listening to the 15-minute podcast, that's already a good sign of their interest in the topic. That, combined with our articles being well-read, gives our audience valuable information and knowledge about specific brands and topics, such as Salesforce and digital transformation," Tim concludes.
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