Varma’s business podcast talks about entrepreneurship — honestly
Customer:
Varma
Year
2021-2022
Solution
Vapa conceptualized, designed, and produced a podcast for Varma that authentically portrays the everyday reality of running a business and puts the target audience at the center. Expect raw and honest talk about entrepreneurship.
“What is the life of an entrepreneur really like, with all its rough edges and realities? What does it take to believe in your dreams and run a business? What happens if you burn out or go bankrupt — how do you recover?” Varma Mutual Pension Insurance Company wants to promote better entrepreneurship with encouraging realism. In other words, expect raw and honest talk about entrepreneurship. I’m Ina Mikkola — welcome to listen in.”
This is how each episode of Varma’s podcast “Raw Talk on Entrepreneurship” begins. Traditionally seen as a stiff institution, Varma wanted to reach out especially to solo entrepreneurs, microbusinesses, small companies, and growing businesses with a new podcast — one built entirely around the needs of its target audience. The goals: improve brand image among entrepreneurs, reach potential customers, and strengthen its position as a thought leader.
Vapa conceptualized, designed, and produced the podcast for Varma, also handling visual identity and video production. The honest podcast reveals the everyday realities of entrepreneurship and running a business: courage, openness, straight talk, and action are all part of the entrepreneurial journey.
That’s what Raw Talk on Entrepreneurship is all about: How do you dare to trust your dream? What’s it like steering a growth company? Can a business help stop the climate crisis? Is bankruptcy the end — or maybe a new beginning? In this interview-format podcast, journalist and host Ina Mikkola talks with entrepreneurs, work-life experts, and professionals from Varma.
In eight episodes, we hear from, among others, Heikki Huotari, CEO of Kolmen Kaverin Jäätelö (Three Friends Ice Cream); Iida Miettinen, founder of Kamupak; Maria Wahlroos, head coach of the Finnish women’s cheerleading national team; Maija Itkonen, CEO of Onego Bio; Matti Kahra, climate specialist at Nordea; and Wanda Holopainen, consultant at Atáa Agency.
SOLUTION
Varma demonstrates its support for entrepreneurs by bringing understandable content on relevant topics to the target audience through channels suitable for them.
RESULT
The podcast strengthens the brand image of an empathetic and interactive Varma, naturally highlights its experts, and supports reaching potential customers.
Listen to the episodes on Spotify, Acast, YouTube, Apple Podcasts, or SoundCloud.