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Freya launches all-female podcast campaign with Refinery29

Freya's new podcast
Freya’s new podcast

UK lingerie brand Freya has launched a new podcast series called When Life Gives You Melons hosted by TV presenter Maya Jama.

The all-female content is targeted at busy, commuting women. It will see eight episodes focusing on subjects including boobs through to breakups, as well as careers, friendships and more.

Chief marketing officer, Laura Simon, said: “Freya is a fun, modern brand for fun modern women. That means engaging directly with our audience in the most entertaining way possible – and the smartest way to do that is by being exactly where they are.

“Podcasts are one of the fastest growing mediums amongst our target audience, so our aim was to create a brand new channel that would entertain and inspire them as they go about their busy day – giving them support, laughter and great advice direct in their ear.”

The Podcast will be amplified across Europe through social media, PR and via talent and influencers, echoing media consumption habits of the Freya audience. Its reach will also be extended further through media partner Refinery29, who will push the campaign on both its UK and German sites via editorial features, social media takeovers, display media and product articles.

When Life Gives You Melons is available to download via iTunes and podcast provider, Acast. It was developed with creative agency The Romans.