Audible Romance Launch

Audible launched an all-inclusive offering featuring unlimited access to over ten thousand romance audiobooks, bestsellers, and Audible Originals. Backed by lots of juicy audience insights, we created an extension brand built for the voracious romance lover who was seeking deeper ways to discover their favorite tropes. A robust visual language with a photographic treatments for 41 microgenres, 67 story themes and 68 main character types along with spicy iconographic features like the “Steaminess meter” and “Take me to the good parts” player brought this to life with fun fervor.

Business goals:

Launch and acquire new subscribers through the new Romance Package stand alone offering and gain incremental revenue from existing members with an add-on offer.

Creative Strategy:

Fuel for Passion - Way beyond reading, the Audible Romance Package gives fans limitless access to the content they crave, and an immersive way to experience it—allowing them to go deeper into the fantasy than ever before.

Passionate - We don’t just love the genre, we’re here to champion it.
Relatable - We understand what fans want because we’re fans ourselves.
Evocative - We’ll tap into the rich emotions and alluring language that make Romance so addictive.