Purpose:
Measure the impact of a local radio personality endorsement campaign designed to grow web engagement.
Key Findings:
Radio's on-air talent, in the two markets where the campaign ran, drove an incremental +14.3% lift to the Liquor Brand's website.
Key Takeaways:
- The liquor brand successfully tapped into the power of local radio personalities, relying entirely on endorsements to break through and generate results.
- The radio campaign resulted in an incremental +14.3% lift in web traffic attributed to radio, well above the liquor category norm of +4.3%.
- The liquor brand saw a +13.9% lift in online activity when the radio campaign kicked in vs. the weeks prior to the campaign start.