Radio Effectiveness

Using radio as a marketing channel

Radio Effectiveness

Loren Bade, Warc Prize for Asian Strategy, Shortlisted, 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.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Ford promoted its car dealership repairs centres in Canada by encouraging people to be wary of 'unknown' parts provided by non-branded centres.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.

Andrew Green, Warc Best Practice, May 2014
This article summarises how to best use radio as an advertising channel. Around US$36 billion will be spent on radio advertising in 2014 - about 6.7% of major media adspend globally.

Allen Eric, Siddhartha Loiwal and Aditya Save, Warc Prize for Social Strategy, Shortlisted, 2014

This case study describes how Mediker, an anti-lice treatment for children, targeted mothers in rural India.

Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes a public information campaign by Yorkshire Water, the UK water company, which used a multichannel approach to raise awareness of various internal flooding risks.

Steve Oakes and Adrian North, Journal of Advertising Research, Vol. 53, No. 4, 2013
Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements. In this study, experiments showed how dance music enhanced (while classical music diminished) the desired image for the university as modern, exciting, and trendy.

Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013

This case study describes a campaign by the Colombian Ministry of Defence to promote a demobilisation scheme for guerrilla militias.



Radio Ad Effectiveness

An overview from the Advertising Research Foundation



Warc's pick of the most effective case studies


How to understand radio audiences

An overview of key trends in audience methods and metrics


Alfa: The Hijack

Getting a top radio station to deliver a brand message