A liquor brand partnered with Katz Radio Group on an AM/FM radio campaign designed to increase brand engagement in two key markets. To help make their mark, the Brand tapped into the power of local radio personalities, entirely using DJ endorsements to get their message out. Katz Analytics, powered by AnalyticOwl, provided campaign feedback, matching radio log times with the Liquor Brand’s web traffic data to provide a holistic measurement of radio's impact on web engagement.
ON-AIR INFLUENCERS DRIVE ONLINE ENGAGEMENT
The study found that the radio campaign successfully drove web traffic to the Liquor Brand's site, resulting in an incremental +14.3% lift in web traffic attributed to radio. The Brand's reliance on DJ endorsers helped it deliver well above the liquor category norm of +4.3%. The Liquor Brand also saw a lift in online activity when the radio campaign kicked in. Comparing on-air days to the weeks prior to the campaign start, the Liquor Brand's web traffic increased +13.9% when radio was on air.
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The study provided the Liquor Brand with evidence that the radio campaign was effective at driving online engagement. By utilizing local on-air influencers, the brand broke through with their messaging and generated measurable results.