Case Study: Naväge
Record breaking sales through strategy media buying
SITUATION
The client challenged us to demonstrate how radio media could be just as effective as television in driving results. With radio’s ability to target specific audiences and its cost efficiency, we crafted a strategic plan to showcase its potential.
TACTICS
We tested various audio options, including Sirius/XM satellite, syndicated national programs, and local broadcast placements, to identify the most effective channels. By creating customized “unwired” networks with the three largest radio ownership groups, we were able to deliver thousands of weekly commercials specifically targeting the key demographic. Additionally, we collaborated with several national hosts, leveraging their endorsements to build trust, credibility, and a sense of exclusivity around the product, further amplifying the campaign’s impact.
Listen to an ad for Naväge:
RESULTS
An initial two-week audio test in January 2020, with a budget of $52K, scaled to $2.6M by August. The client now expects to invest over $6M in audio in 2021, recognizing the complementary relationship between audio and television. Audio has become the client’s preferred platform for testing new messaging, and its success has allowed for this messaging to be applied effectively across all media channels.
LET US TAKE A SEAT AT THE TABLE AND HELP YOU CREATE RESULTS LIKE THESE.
“Radio advertising is helping drive consumer awareness, making
brick-and-mortar retail stores destination spots for consumers.”
– Elyse Morlan, Navage, Retail Operations Manager
