CASE STUDY: Wilkinson Sword target men 15-44 using radio
Provided by Bauer Media
By using radio, Wilkinson could target men at that key time of the morning where they would be likely to be having a shave.
What was the Challenge / Background of the Campaign?
Wilkinson Sword came to us looking to address some key issues. They wanted to target men 15-44 and also increase propensity to purchase. The recency of radio provided the perfect solution for Wilkinson Sword. By using radio, they could target men at that key time of the morning where they would be likely to be having a shave. Having not run a radio campaign before, we proposed that Wilkinson Sword chose a region to test the medium.
What was the Campaign Objective?
- Raise brand awareness
- Change brand perceptions and target a more upmarket audience
- Increase propensity to purchase
What was the Solution?
A month long medium weight radio airtime campaign. A series of 30 second adverts were broadcast, focusing on the features and disposable yet quality nature of the razor. Copy was rotated frequently to keep the message fresh. Commercials only appeared in the breakfast daypart of 6-10am to reach people when they were in the process of, or closer to the shaving experience.
What were the Results?
Independent research conducted by Clark Chapman showed that:
- Those exposed to the campaign were twice as likely to spontaneously mention the brand in comparison to non listeners
- 69% of listeners said that the razor gave you ' A clean close shave', compared to 56% of non-listeners
- 77% of listeners agreed that the activity encouraged them to buy the Wilkinson Xtreme 3 razor.
What were the Key Learnings of this Campaign?
As Wilkinson Sword wanted to raise brand awareness and increase propensity to purchase, a call to action radio campaign was suggested, focusing on the features of the razor. This proved to be a successful approach for Wilkinson with brand values higher amongst listeners compared to those not exposed to the activity.