Moomoo’s Podcast

Growth transformation with strategic content

Moomoo needed help with their financial podcast series Playing With FIRE. They wanted more organic views for their long form content without having to spend heavily on paid ads like they previously did. And by working with Chowder, they unlocked a new vision of producing content that led to outsized growth organically.

Strategic Guidance

The challenge of the Financial Independence, Retire Early (FIRE) movement is that it could appeal to wide age range. However, through research in Singapore and habits of users of the Moomoo app, the under 45 male demographic was targeted.

Previous episodes of the podcast were not performing well, and through our analysis we found that the faces interviewed were not familiar, and the content produced was not tailored for the target audience in mind. These were the two key areas of focus Chowder would intervene and fix.

At Chowder, we believe that a podcast lives and dies with its content. Production value comes second. Hence, since the podcast was only a few episodes in, it was decided that the best action plan was to interview familiar, established faces while also focusing on trending financial topics. This meant collaborating with finance influencers, and founders of companies known in the local market.

Topics spanning from NFTs to Tesla stock were tabled, and eventually utilised as talking points in the podcast. By providing both knowledge and entertainment to the viewers, a good mix of content was proposed. The client agreed and Chowder worked on transforming the podcast with out strategy.

Creative Production

A clean yet recognizable set design was first put in place. With strong purple hues to capture the dynamic nature of the FIRE movement, we gave the podcast a consistent look for viewers. Next, we implemented a 3 camera setup that gave space to cut to tighter shots as topics became more interesting so as to keep viewers engaged.

With podcast production, Chowder advised the client that clean, clear audio was top priority. As viewers can tolerate poor visual quality more than poor audio quality, these frameworks for good podcast production were implemented by Chowder for the client.

Results

After the third episode working with Moomoo, the views improved dramatically. Through purely organic intervention, Chowder helped Moomoo increase their impressions by over 600%.

Keen to know how Chowder can help you?