Eye Care • Brand Lift
In a category where consumers can choose from local providers, national chains, and online retailers, an eye care brand needed to move beyond awareness and more firmly establish itself in the consideration set.
To better understand this challenge, Katz conducted a custom brand lift study, revealing that while the brand benefited from strong familiarity, it faced intense competition from both large-scale retailers and trusted local providers.
FOCUSING ON RESULTS
A targeted AM/FM radio campaign ran across 32 markets to reinforce the eye care brand’s value proposition, highlight a compelling 40% off lenses offer, and deliver clear, straightforward messaging through accessible, benefit-led creative. By leveraging radio’s local reach, the campaign effectively connected with adult decision-makers responsible for eye care choices in their households.
Fielded among 800 adults aged 18+, all residing within the targeted radio markets and responsible for eye care decisions, the study provided a clear read on both category perceptions and response to the brand’s radio messaging. Overall reception was highly positive, with 85% of respondents giving the ad a favorable rating.
Radio also proved highly effective at moving consumers into the consideration stage. 59% rated the ad positively (Good/Excellent), and that response translated directly into intent, with 59% reporting they would consider the brand after hearing the ad - including 28% who said they were very likely. The takeaway is clear as day: the campaign didn’t just generate awareness; it actively shifted consumer intent and brought audiences meaningfully closer to action.
Messaging clarity played a central role in driving performance. 40% of listeners cited the ad’s “clear, concise, and informative” nature as the top reason they liked it, while another 30% pointed to the promotional offer as a key motivator. In a category where price transparency and convenience are key decision drivers, the brand successfully used radio to communicate value and differentiation. The results underscore a simple but powerful truth: benefit-led creative, delivered through a trusted local medium, can cut through a crowded marketplace and move consumers toward action.
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CLEAR RECEPTION
The study underscores radio’s value as a local, trusted medium for reaching adult decision-makers. By delivering broad reach with clear, memorable messaging, AM/FM radio helped reinforce a brand’s value proposition and keep the brand top of mind when consumers are ready to choose a provider.
The results also point to a larger strategic opportunity: in categories where consumers have many options, radio can do more than build awareness, it can help brands strengthen relevance at the consideration stage and moves consumers closer to choosing the brand.
