SCA’s broadcast and digital audio campaign for removable wallpaper company Luxe Walls has resulted in a 238% increase in unprompted awareness* and a sales increase of 212%.
The Luxe Walls campaign sought to demonstrate how layering broadcast radio with other audio platforms improves campaign effectiveness.
In a test and learn campaign designed to understand the impact of SCA’s growing audio ecosystem, including broadcast radio, radio and music streaming and podcasting, SCA worked with Luxe Walls to look at the most effective way to get its message to customers’ ears, to drive brand awareness and traffic to the website.
The four-week campaign, featuring different messaging on broadcast and audio platforms, found that website hits to Luxe Walls jumped by 52%* and more than doubled sample sales (up 107%). In addition, almost a third (31%) felt more positive towards Luxe Walls as a result of hearing the ads.
Layering broadcast radio with other audio channels also significantly improved campaign effectiveness on brand metrics, with a 238% increase in unprompted awareness, 35% jump in brand association and 30% of respondents recalling the campaign.
Luxe Walls Co-founder, Julia Hill, said: “Our aim for Luxe Walls was to capture new markets and make Luxe Walls top of mind. With a strong visual presence on social media and in magazines, we felt radio was the channel that could expand our audience. We loved the creative SCA created and found it ‘ear catching’.
“As a result of the SCA campaign, traffic to our site increased and eventually sales increased too. November was our biggest month ever, with a sales increase of 212%. Being on SCA’s broadcast and digital audio platforms fortified our brand as being number one and complemented our PR and social media campaign.”
SCA National Head of Radio Sales, Nikki Rooke, said the campaign demonstrated SCA’s commitment to understanding how its audio platforms best deliver results.
“Our audio ecosystem is growing and evolving, as we find new ways to get brand messaging to customers. We know broadcast radio delivers really strong results for partners, even for visual products like wallpaper, and is the foundation for our campaigns. We now know broadcast radio is even more impactful when it’s combined with other audio platforms, like live radio streaming, music streaming and podcasting. Adding these additional channels is an effective way to create growth in audience reach, relevance and engagement, to expose brands to new customers.
“SCA iQ, our strategy, research and insights division, is deeply invested in understanding how best the audio ecosystem should be leveraged, and has recently developed Audio Planning iQ, to share with partners to help plan effective audio campaigns in 2021.”
The case study can be viewed here:
*Source: SCA iQ Luxe Walls Pre (Aug 2020) & Post (Sept 2020) Brand Lift Study | SCA Communities | | People 18+ | Pre n= 3,189 | Post n=2,789 | Results specific to Bris/Syd - Pre n= 959 | Post n= 947 [2.] Impact | Luxe Walls | Week 1 -4 (17th August – 13th September)
About SCA (Southern Cross Austereo)
Southern Cross Austereo (SCA) is one of Australia’s leading media companies reaching more than 95% of the Australian population through its radio, television, and digital assets. Under the Triple M and Hit network brands, SCA owns 99 stations across FM, AM, and DAB+ radio. SCA provides national sales representation for 23 regional radio stations. SCA broadcasts 92 free to air TV signals across regional Australia, reaching 4.4 million people a week, with Nine Network programming and advertising representation across Australia’s East Coast, Seven Network programming in Tasmania and Darwin, and Seven, Nine and Ten programming in Spencer Gulf. SCA operates LiSTNR, Australia’s free, personalised audio destination for consumers featuring radio, podcasts, music, and news. SCA also provides Australian sales representation for global open audio platform SoundCloud and Sonos Radio. SCA's premium brands are supported by social media, live events and digital platforms that deliver national and local entertainment and news content. https://www.southerncrossaustereo.com.au/