In 2020, Audible shifted from a credit-based service to an unlimited streaming platform — expanding their catalog to include original series, podcasts, meditations, sleep stories, news, and more. The question wasn't what to advertise. It was explaining what Audible had become.

The answer was clear: Audible wasn't an app anymore. It was the world's most fascinating place.

We launched the platform with Kevin Hart and Malcolm Gladwell — two voices, two worlds, one destination — chosen specifically because no single person or content type could contain what Audible had become.

But we had already proved that insight a few months earlier, in a single afternoon on Twitter.

It was World Storytelling Day, a week into lockdown. Tiger King had been watched. The Sopranos rewatches had been rewatched. People were craving something new. So we launched Audimojis — tweet us any two emojis describing your mood, and we'd tweet back your perfect story. A line and a star? Wishful Drinking. Taco and paint palette? The Hunger Games.

Over the course of the day we responded to 1,300 people and brands, generating 37,000 engagements and 11 million impressions with zero paid media.

Two campaigns. One insight. A brand that had outgrown what anyone thought it was.