Freya Lingerie

'When Life Gives You Melons' Podcast
Talent Procurement

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The Brief

ITB were approached by Freya Lingerie to cast and secure a host and an ensemble of female celebrities to feature in their new podcast, 'When Life Gives You Melons'. Aimed at busy young women, the eight-part series features weekly chats around issues affecting young women, which includes everything from career advice to “breakups, besties and boobs”.

 

 
 
 
 

Casting 

ITB cast and secured TV presenter, DJ and everyone’s girl crush, Maya Jama, as the host for the podcast. Maya is joined by an ensemble of influential and admirable women, whom ITB also cast and secured, including Vanessa White, Becca Dudley, Gemma Cairney, Katie Piper, Laura Whitmore, Jasmine Hemsley, and Angela Scanlon, amongst others.

 
 
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Key Learnings 

Given that Freya’s target demographic of 25 to 34-year-olds accounts for around 40% of the UK's podcast audience, the podcast format was a smart one for the brand – giving Freya a unique opportunity to produce original content with the power to weave its way into women’s everyday lives. The podcast quickly soared into the top 20 in the UK podcast charts, proving that branded content can successfully become a seamless part of the conversation in mainstream popular culture.