Mads Moller from Beam Audio (Denmark), Anna Sola from the Territory Agency (Germany), and Nawal Hadrami from Calliopé (France) all work with companies to produce branded content for them. Each of them presents examples of branded podcasts from their respective production firms.
From France, Dior Talks presents interviews in the realm of style and fashion. They have recently adopted a more narrative approach, moving away from traditional interviews. Dior, as a client, isn’t concerned about podcast downloads; they have a very specific target audience.
From Germany, “Unterwegs mit …” is a podcast branded with Deutsche Bahn. The episodes are recorded on trains, where the host engages in conversations with famous individuals on board. This podcast successfully reached a new audience segment that wasn’t previously targeted in their marketing efforts.
Beam Audio’s example from the banking sector addresses Sydbank’s challenge: young people seeking information about private banking tend to consult sources other than the bank itself. The solution involved two young female hosts with influence on social media discussing finance topics with a lot of energy. The podcast attracted a significant audience, primarily young and female.
The “Let’s Go Challenge” focuses on sports and is produced for the French company Fitness Park. It features an interview format with a twist: during the interview, participants engage in exercise challenges, resulting in humorous situations.
“One on One” is another German example. This podcast provides insights into a company by allowing its staff to comment on their work, serving as a recruitment tool. Its also a perfect example for the difference between branded podcast, which is a podcast is sponsored by a company and a corporate Podcast which is completely about one company in particular.
But how do they acquire new customers? Primarily through effective networking with marketing directors of companies and by showcasing exemplary work. That’s the essence of this panel discussion.
