Beverage Brand Brand Lift Study

Introduction

A national beverage brand collaborated with a major radio corporation to assess the impact of its new advertising campaign on their streaming radio platform. Our team at Crowd React Media was tasked with evaluating how the campaign performed among audiences simulating the streaming radio station experience and typical streaming radio listeners. The beverage brand was particularly interested in reaching younger audiences, which our robust sample size allowed us to explore in greater depth.

Objective

The study aimed to evaluate how well the brand’s advertising boosted awareness, enhanced brand favorability, and impacted purchase intent within the target audience, particularly among the younger demographic. The radio corporation wanted to show its client how effective streaming radio ads can be in fostering consumer engagement and setting the brand apart from competitors in the beverage market, especially among younger demographics.

Challenge

In the hyper-competitive beverage market, brand recognition and standing out amongst stiff competition are paramount. The brand sought to ensure its advertising message resonated with the stations’ listeners while reinforcing the key brand attributes that make it unique. Additionally, the brand wanted to assess its relevance and impact in a simulated streaming radio station environment, where the audience would experience its ads alongside regular streaming radio content.

Solution

Crowd React Media 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 streaming radio content that simulated the actual station experience. The study was conducted across major U.S. markets where the streaming radio corporation has a significant presence. The results from both groups were compared to measure the impact of the ads.

Key Findings

• Unaided brand awareness saw a massive increase.
• Aided brand awareness, brand favorability, and brand preference over competitors also saw substantial increases.
• Younger audiences, in particular, showed a higher likelihood of purchase and recommendation after exposure to the ads.
• The study showed the ad campaign often hurt competitors’ brands.

Results

The study indicated a notable increase in brand metrics for the beverage company. Those who heard the streaming radio ads showed enhanced awareness, improved brand perception, and a greater likelihood of purchasing. Additionally, the ads negatively affected competing brands, highlighting the strength of the beverage’s messaging in the streaming radio setting. Key brand characteristics gained better recognition among the audience, particularly within younger demographics.

Conclusion

This Brand Lift study underscored the impact of streaming radio advertising in enhancing a brand’s visibility in a competitive market. The findings revealed that strategic ad placement within a streaming radio station environment can greatly affect consumer choices, fostering increased brand preference and greater likelihood of purchase while undermining rival brands.