Podcasts are a fantastic way for brands to reach out directly to customers, and the winner in this category demonstrated that branded podcasts don’t have to be stuffy, boring or overly sales-focused. Showcasing the best qualities of brand-funded podcasts, where the editorial content was seamlessly aligned with the sponsor’s aims, it added value to the brand’s established consumer base, and helped reach new audiences.
Winner: Care + Conversations with CarePlus Pharmacy
The best branded podcasts lean on a company’s inherent expertise, and Care + Conversations does that brilliantly. Focusing on the world of pregnancy, postpartum and baby health for new parents, the six-part series is a welcoming, reassuring and helpful guide for those nervous about what’s to come.
Rather than leaning on celebrity guests to promote the show, Care + Conversations favours the views of normal people who’ve gone through the first-time parent journey. Presented by CarePlus Pharmacy brand director and recent Mum, Lee-Ann Hyland, the show talks to experts and real mothers across Ireland who share invaluable information and reassuring experiences from the final weeks of pregnancy and the first few months of motherhood.
The results speak for themselves. The show topped the Apple Podcast charts in the weeks it was released, with the majority of downloaders listening to over 92% of each episode. After the first series finished, it continued to be an invaluable resource for soon-to-be mothers, and doubled its initial audience three months after concluding.