Armchair Adventures
Supporting a joyful, intergenerational kids’ podcast grow from launch to award-winning hit.
- Client
Made By Mortals CIC
- Service
Consultancy
- Format
Ongoing marketing strategy
The Brief
Made By Mortals is a not-for-profit participatory arts organisation based in Manchester. They create Armchair Adventures, a fun, interactive podcast made with real-life grannies and grandads, designed to spark imaginations across generations.
MIC came in at the very start to build and lead a full marketing strategy.
Our mission? Get this brilliant idea in front of families, schools and podcast fans, and keep growing the audience, deepening the impact, and helping it fly season after season.
Listen here
What We Delivered
From day one, MIC designed a full marketing and audience growth strategy for Armchair Adventures, tailored to podcasting, rooted in social impact, and built for long-term success.
We’ve supported every season since. This has included:
- Audience growth strategy
- Social media management and content planning
- Podcast SEO
- Press & promotion – including BBC Radio 4, Podcast Radio, Fun Kids, Apple Podcasts, Castbox
- Campaign consultancy – advising on story angles, episode launches, guest comms and community activations
- Creative marketing assets
- Community building – helping grow loyal listeners into a vibrant network of schools, families and arts orgs
The Impact
MIC’s consultancy, strategy and support helped take Armchair Adventures from a local pilot to a standout, international hit. The podcast now has:
- Over 500,000 listens and growing
- 5 full seasons under its belt
- International reach and loyal fans across generations
- Top chart positions in Apple’s Kids & Family charts
- Official selection on Yoto, the award-winning kids’ audio player
- The first ever kids’ podcast on Virgin Atlantic flights
- Multi-award wins, including at the British Podcast Awards and Audio Production Awards
- In-kind, big screen promotion worth over £150,000 across public venues and transport
- Speaking appearances at The Podcast Show and the Children’s Media Conference
“Armchair Adventures is warm, funny, and full of heart. A really worthwhile project.”
– BBC Radio 4, Podcast Radio Hour
What They Say
“MIC has been the podcast expert we needed, challenging our thinking, guiding our strategy, and helping us grow the podcast in the right way.
They understand our values and the communities we work with, which makes them the perfect partner.
Thanks to Armchair Adventures, we’re building trust with funders and MIC has played a key role in making that happen.”
– Andy Smith, Artistic Director, Made By Mortals
Delivered With
Produced by Made By Mortals.
Recorded and mixed by Blueprint Studios.
Marketing, strategy and promotion by MIC media.
0 +
Episodes
0 +
Global Listens
0
Countries Reached
Expert Advice and Podcast Wins
Whether you’re just starting stuck, or scaling up, we’ll help you make sense of it all. With our straight-talking, expert podcast consultancy that gets results.
Drop us a line for a chat.