16 December 2016
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Radio and Digital: perfect ingredients for growing small businesses

Today’s egtabite is about a campaign created by Urban Media for a young Irish food company – Boutique Bake – which successfully proved just how effectively radio and digital can work together to build a brand, generate awareness and boost sales.

The campaign

The campaign, which ran for four weeks in September 2016, ran in conjunction with a specially commissioned study by Amárach Research titled Understanding the Relationship between Radio and Digital. The campaign took place across the radio, digital and social media assets of the radio brands that Urban Media represents – 21 spots were aired each week, online display ads and homepage takeovers were created, along with a giveaway competition on the stations’ Facebook pages. A brand survey on awareness, digital visualisation and purchase intent was executed prior to and after the campaign in order to evaluate the impact.


The research demonstrated the incredibly strong relationship between radio and digital, with 62% of people saying they had gone online after hearing a radio advert. When they hear an ad for a product that they are interested in, the majority of radio listeners keep an ear out specifically to learn either the company brand name or its website address, suggesting that radio is a powerful tool for driving traffic to online. Of those who went online, 89% said that they went directly to an advertiser’s website, and – even more significantly – 83 % of those who went online to find out more said that they followed this up by looking for the product in a shop.

These findings were proven in Urban Media’s case study, which measured a 175% increase in brand awareness and 96% increase in purchase intent for Boutique Bake, from the levels measured prior to the campaign. There was also an increase of 134% in unique users to the Boutique Bake website during the month of the campaign and a staggering 189% increase in sales at the supermarket chain Tesco during the month of the campaign compared to the previous month.

Catherine Buggy, founder of Boutique Bake, commented:

 “The campaign had a hugely positive impact on my business even outside of the obvious increases in sales and awareness. The first big benefit was in my relationships with my various retail buyers. The campaign has also helped to build the credibility of the Boutique Bake brand name amongst new customers. As a relatively new food business in a category with some well established brands, the value of this is key and will be a long term benefit of having been involved with such a successful campaign.

Why does this matter to egta members?

Urban Media’s campaign shows that radio, with its high reach and frequency, can bring a small brand massive online traffic and – as a result – help it build a strong presence and awareness in people’s minds. This in turn has a proven positive impact on sales at the shop till.

This case study can serve as another example of radio being not only an efficient medium, but also a highly effective one in launching positive results, when included in the multi-platform marketing strategy.

Target: Radio
Background info

Please click on the links below to access the relevant documents:

» Urban Media website (please click here)

» Full infographic (please click here)

Download in PDF

Please click here to download the PDF version of this egtabite.

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Next events

» Market Intelligence Meeting
(TV & Radio)

2 February, 2017
Rome, Italy

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RADIO programme


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Please contact Ania for the discount code.