Radio Effectiveness

Using radio as a marketing channel

Radio Effectiveness


YouLi Hooi, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Pedigree, the pet food brand, used radio spots and social-media quizzes to engage and educate Malaysians about canine dental hygiene, promoting its DentaStix product in the process.


Joanne Ong and YouLi Hooi , Warc Prize for Asian Strategy, Entrant, 2014

This case study for DiGi Telecommunications, a mobile phone service provider in Malaysia, describes how DiGi used young peoples' multiscreening behaviour in this branded content and social media campaign.


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how a Tokyo-based communications company used communal exercise to build morale after the 2011 Japanese tsunami and other disasters.


Alice Huntley and Alison Hoad, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how the Department for Communities and Local Government in the UK nudged people into checking their smoke alarms by connecting it with a pre-existing behaviour.


Matt Jones, Emily Harlock, Craig Mawdsley and Marie Oldham, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case case study explains how The National Lottery, the UK lottery that collects money for good causes, engaged people with the game when increasing its price point.


Vina Henson and Fiona Ella Sandoval, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how PowerPacq, an energy drink brand, used celebrity endorsement to launch a new variant in the Philippines.


Rachana Dharia and Neha Bansal , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Hindustan Unilever (HUL) reached 'media dark' rural Indian populations with a branded media channel on mobile to increase awareness and penetration.


Loren Bade, Warc Prize for Asian Strategy, Gold and Channel Strategy, 2014

This case study describes how Pampers, the baby-care brand, communicated its brand message around giving mums and babies a good night's sleep by creating a 'white noise' radio station in the Philippines.


Warc Exclusive, July 2014

This article provides marketers with information and guidance on several major media channels.

WARC RECOMMENDS


ARTICLE FOCUS

Radio Ad Effectiveness

An overview from the Advertising Research Foundation


RECOMMENDED CASES

Radio

Warc's pick of the most effective case studies


BEST PRACTICE

How to understand radio audiences

An overview of key trends in audience methods and metrics


CASE STUDY

Alfa: The Hijack

Getting a top radio station to deliver a brand message