Piers Linney X NatWest | Official Celebrity Case Study

Case Study

The Brief

NatWest were on the hunt to source the perfect celebrity host for their new podcast, titled "Rethinking Business". Aiming to connect with small and medium-sized enterprises (SMEs) through thought-provoking conversations, the 12 episode series would feature a celebrity host interviewing prominent corporate figures to explore innovative business approaches. By bringing high-profile interviews to SMEs, NatWest hoped to effectively position itself as a forward-thinking, supportive partner in business. The podcast was formulated to encourage leaders to "rewrite the rule book" of business, fostering a dynamic, relatable brand presence that resonated with ambitious business owners eager to learn from top industry minds.

The Delivery

NatWest carefully selected Piers Linney to be the celebrity host of the Rethinking Business series, a figure that we are fortunate to work closely with at Champions Celebrity Talent Agency. The former Dragons' Den investor was the perfect choice to host the series, boasting great business expertise. Piers successfully filmed 12 insightful episodes that featured engaging discussions with SME business leaders, with topics ranging from future-proofing strategies to evolving consumer behaviours and the impact of digitisation. Piers' expertise and approachable style resonated with the SME audience, creating an engaging platform that expanded NatWest's reach within this sector. The campaign strengthened NatWest's position as a trusted partner, and their ability to offer forward-thinking perspectives that empower entrepreneurs to adapt and thrive in the ever-changing business landscape.

The Outcome

NatWest’s Rethinking Business podcast achieved remarkable results, in particular topping Apple’s Business Podcasts of the Year list with a staggering 1.5M streams. The series also attracted 4.2M press impressions, reflecting the strong media interest and audience engagement. A high-profile back-page feature in The Telegraph further elevated the campaign’s visibility, amplifying NatWest’s brand positioning as a forward-thinking leader for SME support. These impressive statistics not only expanded NatWest’s audience, but also solidified its reputation as a trusted source of insights and innovation.

Case Study

The Brief

The Delivery

The Outcome

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