2020, Singapore 🇸🇬
Web3
Kevin Follonier
Founder
Results
Achieved 6x growth in podcast downloads
From 1 episode published per month to 1 per week
From 1 to 7 clips posted on social per week
Overview
When Shift Happens is a fast-growing media company producing Web3 and crypto-focused podcast episodes that blend expert interviews with real-life stories and expertise.
The brand’s mission is to empower a broad audience of professionals, entrepreneurs, and change-makers with actionable insights on navigating the fast-growing crypto market and related challenges. Competing in a crowded podcast landscape, When Shift Happens stands out for its authentic storytelling, consistent content repurposing, and emphasis on tangible takeaways.
When their founder and host approached me, their immediate goal was to scale podcast creation and amplify reach and following through content & SEO optimization and strategic content repurposing — in order to position them as an emerging leader ahead of the next crypto bull market.
Scope
During my collaboration with When Shift Happens, I managed the end-to-end branding, editing, and content distribution of their thought leadership podcast.
This engagement positioned When Shift Happens as a rising voice in the personal development space, creating a scalable foundation for long-term audience growth and impact.
Month 1: Brand Facelift and Workflow Setup
Revamped the branding and visual identity to align with the podcast’s vision and appeal to the target audience.
Designed and implemented efficient workflows for podcast production, editing, and distribution to ensure scalability — using Descript for automation.
Month 2-3: Scaling Episode Production and Social Distribution
Increased podcast episode production from one per month to one per week, ensuring consistent content delivery.
Expanded the distribution of video clips, growing from one to seven social posts per week across five channels, including YouTube, LinkedIn, and Instagram.
Created SEO-friendly show notes for each episode to drive organic traffic and improve discoverability.
Launched cross-channel promotion tactics, leveraging short-form video clips and engaging posts tailored to each platform.
This strategic engagement elevated When Shift Happens into a recognized platform for personal development thought leadership, leveraging scalable production workflows, impactful branding, and audience-focused distribution to achieve rapid growth.
Impact
This engagement positioned When Shift Happens as a rising voice in the Web3 and crypto space, creating a scalable foundation for long-term audience growth and impact.
6x growth in podcast listeners: Achieved exponential growth in downloads through consistent output and targeted cross-channel promotion.
Expanded content distribution: Increased social posts from one to seven per week across five platforms, including YouTube, LinkedIn, and Instagram.
Scalable production workflows: Streamlined podcast editing and distribution processes, enabling a shift from one episode per month to one per week.
This case study demonstrates the power of scalable workflows and cross-channel content repurposing in driving thought leadership and audience engagement for content creators.
