Freya is the latest lingerie brand to launch its own podcasts as part of a marketing plan to weave itself into its customers’ everyday lives and provide a new platform for its advertisers.
And Wacoal Europe, which owns Freya as well as Fantasie, Goddess and Elomi, is also considering rolling out podcasts across its other brands, according to a report.
Freya’s podcast, called ‘When Life Gives You Melons’, targets 25 to 34-year-olds, who make up about 40% of podcast audiences in the UK, and will feature chats with celebrity guests around issues affecting young women.
The eight-part original series will be hosted by TV presenter and radio host Maya Jama and was a natural decision for the lingerie brand. Podcasts are increasingly being adopted by companies as a marketing tactic and most recently Land Rover Jaguar launched an immersive story-based podcast.
Laura Simon, Wacoal’s chief marketing officer for Europe told marketing and media publication, The Drum, that the conversations women are having with friends around dating, relationships and work are very powerful.
“So, it’s about finding our place in that culture and doing something that connects with our audience in a way that is different within the [lingerie] category.”
Marketing among lingerie brands has undergone a number of noticeable shifts in recent years and Wacoal is looking to drive this most recent change.
“It’s really important that we move away from the historical male gaze stuff and go into being in the narrative of people’s lives and create something relevant. That’s what the podcast does,” added Simon.
“We have a loyal consumer, but we want to think about attracting younger fans and establishing a clear tone of voice for the brand with a podcast that reflects our consumers,” she added.