12 examples of branded podcasts with commentary

You hear more and more about branded podcasts. You may even already have a concept in mind, one or two guest names, an idea of the tone. But between the idea and an audio platform that really shapes your strategy, there is often a missing step: seeing what already works in practice for other brands.

That is the whole purpose of this page: to review a seriesof examples of branded podcasts designed or supported by Calliopé, in very different contexts, so that you can visualize what is possible. Luxury, B2B, internal communication, employer branding, education, finance... each project illustrates a specific way of aligning format, objectives, and resources. (calliope-agency.com)

If you are new to the subject, you can supplement this reading with the reference guide on branded podcasts available on Café de l’Audio, which covers the fundamentals, uses, and best editorial practices. (calliope-agency.fr)

Why draw inspiration from examples of branded podcasts?

Launching a branded podcast isn't just about "making audio." It's about creating a rendezvous, a tone, a promise, and sometimes even a new medium in your ecosystem. Concrete examples allow you to:

• understand how the same discipline— brand podcasting —can be adapted to different sectors and challenges (luxury goods, education, healthcare, services, institutions);
• visualize the impact of specific editorial choices: narration, reporting, roundtable discussions, solo, duo, audio podcasts, or video podcasts; (calliope-agency.fr)
• clarify what you can reasonably aim for with your own resources in terms of time, budget, and teams.

The idea is never to copy and paste an existing format, but to base your decisions on proven experiences. The cases you are about to discover are proof that branded podcasts can be powerful, provided they are treated as real editorial projects and not just "bonus content."

How to listen to these 12 examples of branded podcasts

For each example, we remind you of the context, objectives, chosen format, and key lessons learned. You can review them while keeping three simple questions in mind:

• What is this podcast really about, beyond the marketing pitch?
• What role does it play in the brand's overall strategy (internal, external, business, image)?
• What aspects of this format could be adapted to your own context?

If you would like to extend this exercise beyond these examples, you can also visit Calliopé's client case studies page, which provides a broader overview of audio and video projects for brands such as Dior, Bouygues, Safran, Air Liquide, and Fitness Park. (calliope-agency.fr)

Branded podcasts for internal communication and employer branding

ADP – "24 hours in the life of Paris-Charles de Gaulle Airport"

ADP wanted to convey the reality of a global hub like Paris-Charles de Gaulle from the inside: nighttime on the runways, security checks, passenger flows, invisible logistics. Rather than producing yet another corporate video, the group opted for an immersive branded podcast, focusing on the voices of those who bring the airport to life on a daily basis. (calliope-agency.fr)

The format is based on episodes constructed like news reports: we follow an agent, a technician, a controller, or a manager through a specific sequence of their day. Ambient sounds, announcements, and engine noise create a rich soundscape without ever drowning out the dialogue. The result is a powerful internal communication and employer branding tool that reinforces pride in belonging while showcasing the complexity of the ADP system.

Key takeaway: When talking about your culture, a branded podcast can be a great alternative to top-down communication. It's the granularity of individual stories that lends credibility to your big speeches.

Helena Rubinstein – "Replasty Secrets"

At Helena Rubinstein, the "Replasty Secrets" podcast addresses a very specific challenge: training internal teams on a strategic product line—Replasty—while maintaining the brand's high standards and storytelling style.

The format adopts the tone of a documentary report, but in an internal B2B setting: we go behind the scenes of a protocol, a scientific partnership, or a launch. R&D experts, training managers, and field teams speak up, not to recite a product sheet, but to tell stories: doubts, trials, errors, results.

By choosing audio, the brand has created a training medium that is more flexible than a traditional e-learning module, more engaging than a PDF, and easily accessible for teams on the go. Learning is driven by emotion as much as it is by information.

L’Oréal Luxe – “Commitments Revealed”

"Commitments Revealed" is part of a comprehensive corporate podcast initiative at L'Oréal Luxe. The goal is to give employees a voice on key issues such as responsibility, inclusion, diversity, and sustainability, bringing these commitments to life beyond CSR reports. (calliope-agency.fr)

The format is based on cross-referenced testimonials: employees from different countries, professions, and hierarchical levels describe how these commitments take shape on a daily basis. These are not abstract manifestos, but concrete stories: a locally-led project, a process transformation, a managerial dilemma, a personal initiative.

This type of branded podcast serves a dual purpose: it fuels internal communication and also creates a base of content that can be reused externally, particularly on LinkedIn or at conferences, to illustrate how the group puts its values into practice.

AP-HP – "50/50: balancing work and personal life at the hospital"

The AP-HP has chosen podcasts to address a sensitive subject: work-life balance in the hospital sector. "50/50" follows healthcare workers on their journeys, their career choices, their sacrifices at times, and their victories too. (Ausha)

The series adopts a reportage style, with sequences recorded in the field, interviews, and narrative breaks. We hear about scheduling constraints, family issues, ambitions, exhaustion, but also solidarity, pride in caring for others, and attachment to public service.

It is a perfect example of an employer brand podcast that does not seek to gloss over reality, but rather to recount it with nuance. Internally, it opens up a space for dialogue; externally, it paints a more human picture of the hospital, far removed from caricatures.

Branded podcasts for image, luxury, and storytelling

Glenmorangie – "Sip & Sounds"

With "Sip & Sounds," Glenmorangie explores a highly sensory approach to brand podcasting. The concept involves creating a narrative soundscape in which a fictional character—inspired by the brand's DNA—introduces listeners to the world of whisky through places, encounters, and tasting rituals.

Each episode combines storytelling, soundscapes, dialogue, and music to convey the texture, time, and landscapes behind each bottle. The format focuses less on the brand's product and more on a certain relationship with pleasure, conviviality, and slowness.

The focus is firmly on the customer experience: the series accompanies tastings at points of sale, feeds social media, and can be used for events. It is a good example of a branded podcast where emotion takes precedence over sales pitches.

Van Cleef & Arpels – "Legend of Diamonds"

With "Legend of Diamonds," Van Cleef & Arpels has chosen podcasting as the medium to tell the story of the creation of a high jewelry collection and, more broadly, the house's relationship with stones, time, and craftsmanship. (calliope-agency.fr)

The series takes a documentary approach: we follow the journey of an exceptional diamond, from the initial selection stages to the workshops, then to the presentation of the collection. The brand's artisans, gemologists, designers, and historians speak about their choices, their emotions, and their vision.

This branded podcast reinforces Van Cleef & Arpels' heritage. It adds depth to communications around a limited-edition collection, while creating high-value content for customers, influencers, and in-store teams.

Dior – "Dior Talks"

"Dior Talks" is probably one of the most successful examples of a luxury podcast. Season after season, the fashion house explores themes at the intersection of fashion, art, feminism, culture, and Dior's history. The episodes about Dior Lady Art are a recent example: each guest artist shares their vision, their relationship with the iconic bag, and how they reinterpreted it. (podcasts.dior.com)

Here, the branded podcast allows Dior to do what the format does best: engage in long, nuanced, in-depth conversations with artists and inspiring voices. Far from being a simple promotional tool, the series establishes the fashion house in an ongoing dialogue with contemporary creativity.

For a brand aiming for strong cultural positioning, this is a valuable benchmark: podcasts are becoming a media format in their own right, with their own seasons, communities, and listening rituals.

B2B brand podcasts and business expertise

Bouygues Construction – "Perspective"

Perspective is a documentary podcast that explores the city of tomorrow: low-carbon buildings, new uses, mobility, inclusion, and the transformation of professions. Over several seasons, the series combines reports, interviews with experts, feedback from employees, and testimonials from partners. (calliope-agency.fr)

The program is designed for B2B: the target audience is public and private decision-makers, architects, urban planners, and industrial partners. Each episode addresses a fundamental issue (renovation, low-carbon cities, mixed use) with a clear editorial angle, concrete examples, and an accessible tone.

This is a good example of a branded podcast that combines thought leadership and education, while showcasing internal expertise. The episodes fuel the brand's communications at conferences, in the press, and on social media.

Cegid – "Topo HR"

With "Topo RH," Cegid is entering the world of B2B video podcasts. The series takes the form of discussions between a host and HR experts on topics that directly affect HR departments and senior management: digital transformation, payroll, employee experience, data, and compliance. (calliope-agency.fr)

The choice of film format allows YouTube, LinkedIn, and other networks to be fed with short, subtitled excerpts, while retaining an audio version that can be used on listening platforms. This is a good case study for B2B brands that want to combine branded podcasts and video strategy without multiplying parallel productions.

HEC Paris – "Bold Thinker"

Bold Thinker illustrates another facet of B2B brand podcasts: those aimed at an international, demanding, and highly mobile audience. Produced in English, the series gives a voice to professors, alumni, and opinion leaders on topics ranging from management to geopolitics, innovation, and finance. (calliope-agency.fr)

The tone is that of an in-depth but accessible dialogue, where the HEC brand primarily serves as a framework: it is a space where people come to listen to high-level reflections from strong personalities. For a school or university, it is an excellent way to establish its expertise beyond academic publications or social media posts.

Servier – "Onco Stories"

Onco Stories is a branded podcast that addresses a sensitive issue: giving a voice to healthcare professionals and patients in oncology in several countries. The series brings together testimonials, stories of care journeys, and dialogues between professionals and patients, with a tone that is both very human and very rigorous. (mypodcastdata.com)

By offering this format in several languages, Servier is creating a transnational forum for discussion that goes beyond the simple corporate framework. The podcast becomes a tool for connecting teams, but also a medium for raising awareness and understanding among the relevant audiences.

Video brand podcasts and hybrid formats

Cegid – the video shift in branded podcasts

Cegid, with "Topo RH" and "Culture Innovation Utile," is a good example of how a branded podcast can exist in both audio and video formats. The episodes are designed from the outset to be filmed, with a set, staging, and duration suited to consumption on YouTube and LinkedIn. (calliope-agency.fr)

The benefits are clear: a single recording can be used to feed listening platforms, B2B social networks, and the corporate website. Marketing teams have access to numerous excerpts, quotes, and visuals to orchestrate distribution over time.

Fortuneo – "In the house"

With "Dans la place," Fortuneo offers an educational podcast about the stock market and investing. Each episode addresses a specific topic—analyzing a stock, weighing fundamental and technical analysis, getting started as a beginner—in an accessible and engaging tone. (Fortuneo)

The series is a great example of a podcast that bridges the gap between expertise and popularization, without being patronizing. It answers specific questions from customers and prospects, while consolidating Fortuneo's position as a leading player in financial matters.

Bonus: exploring the imagination and social issues

In addition to these 12 examples, it is interesting to look at formats such as:

• "En quête de clients" (In search of customers ), the brand podcast launched by FDJ, which challenges stereotypes about gamblers and gambling based on survey data, testimonials, and expert opinions. (LinkedIn)
• "Makes Sense?", a podcast from SKEMA Business School, explores social issues through pop culture references—films, TV series, superheroes—to shed light on management, legal, marketing, and financial issues. (Ausha)

These examples show that branded podcasts can become true editorial laboratories, where the brand serves conversations that are broader than its immediate offering.

And now, what should we do with these examples?

If these customer cases resonate with you, the next step is to translate them into your own context. Three simple approaches:

First, identify which "block" you feel closest to: internal communication, employer branding, brand content, B2B, education, finance, etc. The most effective branded podcasts are those that clearly understand their role in the brand ecosystem.

Next, choose a realistic level of ambition: immersive reporting like ADP, documentary series like Bouygues Bâtiment, video podcasts like Cegid, educational capsules like Fortuneo. Your goal is not to do everything, but to launch a format that is sustainable over time.

Finally, ask yourself how these examples could feed into a more comprehensive strategy: blog pages, social media, events, media campaigns. A good branded podcast never stands alone; it feeds into your other channels.

To learn more, you can explore other content from Café de l'Audio, including the best formats for branded podcasts and KPIs and trends in the podcast market in 2025, to help you set realistic expectations in terms of audience, completion rates, and business impact. (calliope-agency.fr)

Create your own branded podcast with Calliopé

If you want to move from benchmarking to action, Calliopé can support you every step of the way: editorial framing, format definition, writing, audio or video production, distribution, and promotion of episodes within your ecosystem.

You can:

• Discover an expanded selection of client cases on the agency's references page; (calliope-agency.com)
• clarify your challenges and ideas during a quick scoping session to define the type of branded podcast that will best serve your strategy;
• communicate with the team via the contact form.

To discuss this with the team, please visit the Contact page on Calliopé's website: https://www.calliope-agency.fr/contact-agence/. (calliope-agency.fr)

FAQ – Branded podcasts & customer case studies

Why analyze examples of branded podcasts before getting started?

Because branded podcasts vary from one sector to another. Studying real-life examples allows you to understand how brands similar to yours have balanced formats, objectives, and resources. This avoids starting from a blank slate and helps you formulate realistic specifications.

How do I choose the right type of branded podcast for my business?

Starting with your challenges: internal communication, employer branding, reputation, education, lead generation, thought leadership... Each objective has its own preferred formats: immersive reporting, documentary series, expert conversations, round tables, educational capsules, video podcasts. The right question is not "what is the best format?", but "which format would make my objectives achievable with my resources?"

Does a branded podcast have to be public?

No. Many branded podcasts are originally designed for internal or semi-closed distribution: HR communication, transformation support, training, employer branding. Some remain internal, while others subsequently give rise to public versions or spin-offs aimed at a wider audience.

Can you measure the ROI of a branded podcast?

Yes, but not just in terms of downloads. The indicators vary depending on your objectives: completion of episodes, traffic to your site, leads or appointments generated, applications, employee engagement, participation rates in an internal program, press coverage, invitations to speak. Industry benchmarks and studies on podcast listening in France in 2025 allow you to set realistic targets and then adjust them according to your context. (calliope-agency.fr)