11 Branded Podcasts to Take Inspiration From
Over the past few years, we’ve watched branded podcasts continue to rise as a powerful marketing medium for many companies. A study by BBC found that branded podcasts lift awareness by 89 percent, brand favourability by 24 percent, brand consideration by 57 percent, and purchase intent by 14 percent. These are just a few statistics that prove podcasting is an effective tool to boost brand awareness. With no sign of slowing down, branded podcasts are continuing to be a channel that companies are either already utilizing, sponsoring, or in the beginning stages of exploring. Below we break down 11 branded shows that have done a successful job in achieving the company’s goal while offering resources to consumers.
Indigo’s Well Said
Launched at the beginning of 2021, Well Said by Indigo has spent the last year speaking to some of the most popular voices in the wellness industry including Adam Grant, Jay Shetty, and most recently Brene Brown. The podcast is hosted by Indigo’s CEO, Heather Reisman and journalist Shivani Persad. Each episode features an intimate conversation with experts, authors, creators, and thought leaders to provide listeners with insights and ideas to live a more wellness-focused life. Indigo has done a great job with connecting the podcast to their brand and overall mission, giving a stronger voice to the brand. They’ve even connected the podcast with their website so every time you click on a podcast episode with the guest, it pulls up the list of books that the guest has written to purchase.
McAfee’s Hackable? takes a creative approach to podcasts and steps away from the interview or conversational format that we typically hear in branded shows. In each episode, hosts, Geoff Siskind and Bruce Snell dig deep into the minds of cybercriminals. The goal of the show is to help shed light on where we’re vulnerable when it comes to cybersecurity. Who better to learn this from than those who are doing the crimes? Although this podcast ended in 2019, it continues to be a popular branded show to reference. Its success was undeniable and generated buzz for the McAfee brand years after the last episode aired. Hackable? is a perfect example of how a more out of the ordinary approach to any marketing medium can yield lasting results.
PwC’s Finance in 15
Helping you accelerate your finance transformation, Finance in 15 created by PwC, breaks down how leaders can reshape their finance departments in just 15 minutes. Whether you’re a chief financial officer or a senior leader within your organization, this podcast equips you with the strategies necessary to reinvent the future of your organization. When creating this podcast, PwC kept its target listeners (c-suite executives and senior leaders) top of mind. And by doing this, the team at PwC decided to keep the length of each podcast at just 15 minutes since they understood that this niche audience is busy and lacks the time to sit down for a 45-minute podcast. By deciding to keep their show under 15 minutes in length, they make it a no-brainer for this group to tune in.
Amdocs’ Point of View and The Great Indoors
For many larger enterprise brands, there are various departments and offerings within the company. And because of this, it proposes the opportunity to create numerous podcasts under the same brand that displays the depth of expertise they have.
A great example of a brand doing this is the software company, Amdocs. Amdocs has created both Point of View, a podcast that explores today’s digital landscape through a critical lens, hosted by Amdocs CMO, Gil Rosen, as well as The Great Indoors, which discusses how human technological adoption habits are changing due to the COVID-19 pandemic. Both of these podcasts position Amdocs as a credible thought leader in various industries, showcasing their service offerings and wealth of knowledge.
Expedia’s Out Travel the System
Out Travel the System, created by global travel brand, Expedia, is changing the game for travel podcasts. A popular genre, Expedia worked to carve a niche in this category by using the data that the company has access to and giving it to its listeners to equip them with actionable tips and advice when it comes to travelling.
The podcast notifies listeners of the best times to travel to specific destinations, when they should start booking trips, where they should explore around the world, and of course, how to handle travel plans during COVID-19. These insights are what has helped Expedia to stand out and provide value to its listeners within the travel genre but also branded podcasts overall. Out Travel the System is a great example of how companies can use their data to produce a successful podcast.
A creative take on promoting a specific product line, Sephora’s #LIPSTORIES sits down with guests to have fun, relaxed, and honest discussions around what makes them feel beautiful, powerful, and like their best selves. Sephora did an incredible job at selecting the host for this series. Kristina Zias makes it feel like every guest is her close friend, bringing out truly authentic and raw conversations around confidence and self-image.
#LIPSTORIES was created as a stream to promote Sephora’s #LIPSTORIES cosmetics line. This podcast showcases how brands can use podcasts for specific service offerings or products, not just as a tool to promote the brand as a whole.
Slack’s Work in Progress
Created by Slack and hosted by Pacific Content’s Dan Misner, Work in Progress shares stories of ambition, insecurities, failure, and success, all with the goal of uncovering the meaning we find in work. The podcast was launched in 2016 and had its final episode aired in 2017, the goal of the series was to share the stories behind the working human and showcase how we discover our identity within the working world.
For Slack, this podcast was able to showcase its values and mission to better the workplace for anyone and everyone. It also provided an opportunity to develop its fun, lighthearted culture even deeper. In addition, Slack provided a Twitter account for listeners to follow and engage with – @slackstories. Although the account is no longer posting regularly, it’s a good example of how brands can create separate channels for their podcast.
CAAT Pension Plan’s Contributors
A Canadian-inspired podcast, Contributors, created by CAAT Pension Plan, is showcasing the innovative and strategic contributions that leaders are making to ensure a better future for their organization as well as Canada. Each episode sits down with a thought leader to discuss the well-being of the country at a global scale, exploring innovation within various industries and what factors are leading change.
Contributors is a good example of how you can go niche with the locations you target for your podcast. Focusing on Canadian leaders, CAAT Pension Plan has successfully built a series that speaks directly to these listeners who are also the brand’s target audience. By narrowing down your podcast’s location, you also make it more relevant and valuable to the listeners tuning in, speaking directly to their needs and experiences.
Created by Firefox, IRL – Online Life is Real Life explores the world that we live on the internet along with the disconnect between online life and offline life. Hosted by Manoush Zomorodi, each episode dives into the wilds of the web, getting to the bottom of issues that impact us all. Covering everything from cyber breaches, online bullying, hacking, fake news, and more, the question of how we can change the course of the internet is always circled back to.
IRL provides Firefox with the opportunity to live out its mission to its audience, the fact that privacy isn’t a policy – it’s a right. By exploring the world within the online web and discussing its day-to-day challenges, Firefox gets to position itself in a positive light around cyber safety and privacy.
Blue Apron’s Why We Eat What We Eat
Blue Apron’s Why We Eat What We Eat is on a mission to uncover our choices when it comes to how we decide what to eat. Today, many Americans have more choices when it comes to food than ever before. Acknowledging how lucky we are to have this level of abundance, Cathay Erway investigates the unseen forces of our eating habits.
Blue Apron covers a topic that impacts everyone, food. Through a clever approach, Blue Apron breaks down food conspiracy theories, myths, benefits, and also tips like how to get your kids to quit being so picky. This podcast shows off an authentic, comforting and fun side to the Blue Apron brand.
Bay Street Bull’s Mission Critical
And finally, we have Bay Street Bull’s podcast, Mission Critical. Mission Critical sits down with inspiring leaders, creators, and changemakers to uncover the purpose and values that drive them. The goal of the podcast is to introduce listeners to an individual that’s defining their community and redefining the status quo.
Mission Critical has succeeded in providing listeners with a more in-depth format to consume Bay Street Bull’s content. The podcast seamlessly integrates with the publication to introduce listeners to past, current, or upcoming features, giving their audience what feels like an insider look into the publication.
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Alison Osborne is the Director of Growth Marketing at Quill Inc., an award-winning production
company specializing in corporate podcasts. Previously the co-founder and CMO at Origins
Media Haus (a production agency acquired by Quill Inc.), Alison is an experienced growth
marketer specializing in podcasting, content marketing, and data-driven results.