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Actors, writers, and longtime friends Matthew Wolfenden and Roxy Shahidi dive into a new adventure: the world of podcasting. Think you know your favourite celebrities? Think again!
In Series 2 of Matt and Roxy’s Celebrity Side Hustles, the duo goes beyond the professional stardust to explore the personal passions, hobbies, and hidden pursuits of soap stars, former heartthrobs, comedians, singers, and more. Guests this season include Adam and Katy Rickitt, Lisa Riley, Amy Walsh and Toby Alexander-Smith, Ross Adams, and others – each revealing the unexpected ways they spend their time off-screen.
At the heart of this campaign stood Matt and Roxy’s heartwarming friendship and creative partnership, something we reflected across both our press and social media strategy for Series 2 of Matt and Roxy’s Celebrity Side Hustles.
We started off with a complete social media overhaul and launched the brand-new @mattandroxyspod account – a space dedicated to the podcast and its fans, allowing them to congregate and feed back on the content. In just six episodes, we grew the account to over 4,000 followers.
But a social media presence is only as impactful as its content.
With an average attention span of just three seconds, every element of the campaign has to convey a visually-engaging story. Working with the producer VTR North, we created concise, cohesive branding assets and produced engaging reels for each episode. We tapped into Matt and Roxy’s established soap superfan audience and collaborated with guests – past and present soap stars of various caliber – to amplify the reach and engagement.
The curated approach to branding, messaging, and content helped us generate over 790k reel views, 6k+ likes, and reach more than 193k+ accounts.
We planned and executed a fun content day with the hosts themselves, resulting in a series of hilarious behind-the-scenes reels that showcased an extra layer of personality and the duo’s real-life friendship, inviting viewers to get to know Matt and Roxy off the screen and in ‘real life’.
In the press, we spotlighted the duo’s plans for the future, securing interviews with The Metro, Express Online, a two-page spread in Inside Soap, and a BBC Radio Leeds interview. They also featured in pieces by Manchester Evening News, Podcasting Today, and more.
We also championed the guest stars, with Sean Reese-Williams and Joe-Warren Plant both chatting to The Express on their very own side hustles, bringing even more depth to the essence of the podcast.
Photos by: James Melia
