Cleaning Products Brand Lift Study

Introduction

A national brand specializing in household cleaning products partnered with a leading radio corporation to test the effectiveness of its latest advertising campaign. We at Harker Bos Group were tasked with evaluating how the campaign performed among audiences simulating the radio station experience and typical radio station listeners.

Objective

The goal of the study was to determine how effectively the brand’s advertising increased awareness, improved brand favorability, and influenced purchase intent among the target audience. The radio corporation sought to demonstrate to the client the power of radio ads in driving consumer engagement and differentiation from competitors in the household cleaning products market.

Challenge

The brand faced significant competition from several well-established cleaning product brands. It needed to ensure its advertising message resonated with the station’s listeners while reinforcing key brand attributes. Additionally, the brand wanted to assess its relevance and impact in a simulated radio station environment, where the audience would experience its ads alongside regular radio content.

Solution

Harker Bos Group conducted a Brand Lift study using a forced exposure methodology. Respondents were split into control and exposed groups, with the exposed group hearing the brand’s ads embedded in radio content that simulated the actual station experience. The study was conducted across major U.S. markets where the radio corporation has a significant presence. The results from both groups were compared to measure the impact of the ads.

Key Findings

• Substantial improvement in both unaided and aided awareness
• Notable increases in brand favorability and preference over competitors
• Significant uplift in purchase intent and likelihood of recommending the brand
• Competitor brands saw decreases in key metrics, suggesting the ads had a defensive impact on the market

Results

The study revealed a substantial lift across all brand metrics for the cleaning product brand. Those exposed to the radio ads demonstrated higher awareness, greater brand favorability, and an increased intent to purchase. The ads were also found to negatively impact competitors, reinforcing the effectiveness of the brand’s messaging within the radio station environment. Key brand attributes such as the product’s cleaning power and safety for use around children and pets gained stronger recognition among listeners.

Conclusion

This Brand Lift study highlighted the power of radio advertising in elevating a brand’s standing in a competitive market. The research demonstrated that strategic ad placement within a simulated radio station environment can significantly influence consumer behavior, driving stronger brand preference and higher purchase intent while weakening the position of competitors.