Case Study: PRX grows diverse global podcast applications with Whole Whale

PRX drives 2,700+ applications with Whole Whale

PRX, a public media organization shaping the future of audio, partnered with Whole Whale to recruit a more diverse and international group of participants for its Google Podcasts creator program. The challenge was to reach underrepresented podcasters globally, particularly in Latin America, and to significantly increase both the number and diversity of applications for its accelerator cohorts.

Whole Whale implemented an omni-channel recruitment strategy that included a detailed audience audit, targeted digital advertising on Facebook, Twitter, and Google Search, and a robust partner and email marketing plan. This data-driven approach resulted in 2,700 applications, exceeding goals by 84%, with 90% of applicants being multi-racial or non-white. Whole Whale's efforts also drove a 690% increase in email signups during the recruitment period and successfully promoted virtual events that exceeded attendance goals.

PRX