Leading audiobook and podcast platform Audible has launched its latest social campaign in the U.K., tapping content creator Ayamé for a suspenseful two-part caper.
Helmed by independent agency Recipe, the true crime-inspired effort is a stylish parody of the beloved genre that attempts to solve the riddle of a half-eaten steak sandwich.
Audible released the first episode earlier today on Instagram, Facebook, and TikTok.
In a statement, Audible Europe Senior Director of Brand and Content Marketing Alber Hogan said the brand hopes to elevate a regular everyday crime into something worthy of its own podcast.
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Recipe Head of Social Clare O'Hanlon also shared how the campaign enabled the agency to experiment with true crime storytelling:
"We were able to engage Ayamé's established audience on a deeper level and leverage her involvement to reach new ones, bringing Audible's True Crime category to life in an unexpected way."
The campaign runs across Audible U.K.'s owned channels.
With a novel concept and a catchy hook, Audible crafts an engaging and interesting campaign that's sure to keep fans looking out for the finale.
Brand storytelling is a powerful tool that can be utilized in any campaign to add a splash of personality and increase recall.
And with Ayamé having nearly a million followers on Instagram and over 3 million on TikTok, the brand can more effectively widen its reach through influencer marketing.
The Plot Thickens
The first episode clocks in at one minute and 40 seconds, beginning with Ayamé telling the audience about a thief who ate half of her steak sandwich at an inopportune moment.
What follows is a series of humorous clips that faithfully recreate many of the most famous true crime tropes.
Under a hazy blue light, a dramatic reenactment of the incident depicts the anonymous thief in a black hoodie as he greedily takes the sandwich from the fridge.
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After planning to get a detective on the case, Ayamé gets to work by cordoning off the crime scene with some brown tape. Then, she files a report for a missing sandwich through a garbled phone call recording.
Detectives quickly arrive at the scene for an interview, shot through grainy CCTV footage. Ayamé and the law enforcers quickly piece together the clues, assembling a chart with thumbtacks and strings just like on TV.
After they assemble a list of three suspects, the spot ends on a cliffhanger when a mysterious individual calls the detective to inform her that "they're close."
Audible has been steadily expanding its marketing efforts over the last year. Earlier in June, the brand launched its first-ever global brand marketing campaign.
Last year, Audible teamed up with Skittles to celebrate Pride Month with a collection of LGBTQ+ stories.
