Audible
.jpeg)
Audible
Positioning
Reframed audiobooks as culturally relevant and worth talking about.
Campaign Platform
Created You Gotta Hear This.
Writing
Built campaign language around the idea.
Audible had a cultural relevance problem. The content was extraordinary. The perception wasn’t.
Audiobooks were sleepy. Niche. Easy to overlook.
The problem wasn’t the product. It was the way the category felt.
We solved it with a line:
You Gotta Hear This.
It gave audiobooks urgency. It made listening feel social. And it sounded like something people already said when they found something worth sharing.
