Debuted #7 globally · 10M+ downloads in the 2020 election
The Lincoln Project needed to break through the trust barrier. The core challenge: how do you reach undecided voters and people who voted for Donald Trump in the last election?
They needed a way to build trust with an audience traditional political media wasn’t reaching.
Ike was brought in to develop a podcasting strategy that could achieve what traditional political content couldn’t. Instead of pattern-interrupting content or factually questionable information, Future Media focused on truth and storytelling.
The approach: NPR-style storytelling that built the very thing dying in today’s media environment: trust. The show told the stories of real people reconsidering their views. Ike’s music and storytelling background brought narrative craft to political media.
The Lincoln Project podcast debuted at #7 globally and accumulated 10M+ downloads during the 2020 election.
The show proved that trust-first, story-driven content could reach a national audience at scale, and that production quality and narrative craft could cut through a media environment built on outrage.