Mindshare's Danone Aptamil campaign wins Best Low Budget Sponsorship at Irish Sponsorship Awards 2025

Commended for its strategic execution in 2025, Mindshare secured the Best Low Budget Sponsorship at the Irish Sponsorship Awards 2025 for a Danone Aptamil campaign that transformed podcast sponsorship into a precision-targeted engagement tool for new parents.

The campaign extended beyond standard audio advertising, combining authentic content integration, innovative formats, and strategic audience alignment into a fully optimised programme that delivered measurable results at every touchpoint.

The partnership united shared values around parenting support, trusted expertise, and authentic communication, brought to life through A Little Birdie Told Me podcast's established credibility with its core audience. By prioritising natural brand fit over broad reach, the campaign maintained high engagement levels while achieving clear commercial outcomes across multiple metrics.

A defining element of the programme was its audience-first approach, demonstrating how precise targeting and format innovation could maximise effectiveness even within budget constraints. This approach ensured that the initiative not only delivered immediate brand awareness but also established meaningful connections with parents actively seeking nutritional guidance.

"Mindshare's A Little Birdie Told Me demonstrated a perfectly aligned partnership with the Danone brand, delivering impressive results through innovative formats. The podcast sponsorship was strategic, authentic, and highly targeted, proving that strong audience fit can create real impact even on a smaller budget. This entry highlights creativity, clarity, and measurable outcomes, showcasing a sponsorship executed with precision and purpose," the judging panel noted.

The recognition reflected the standards of the Irish Sponsorship Awards, where leading partnerships increasingly demonstrated how sponsorships could combine strategic targeting, format innovation, and budget efficiency. Mindshare's success underscored the power of audience-aligned collaborations to create commercial impact without requiring substantial financial investment.

Visit the Irish Sponsorship Awards official website to explore past winners, award categories, and subscribe for updates on Ireland's sponsorship landscape.