FM radio and digital audio campaign for a teenage skincare brand
The campaign combined FM radio and digital audio, selecting channels according to each audience’s actual media habits. FM radio built reach among mothers of teenagers, while digital audio reached teenagers and young adults.
among mothers of teenagers living in cities
radio reach among purchase decision-makers
unique users in the younger audience
Average listen-through rate for the 15-second ad
One brand. Two audiences with different media habits.
The client was a nationwide cosmetics brand promoting a skincare range for teenagers. The campaign needed to reach both the people using the products and those helping to decide what to buy.
Rather than using one broad audience persona, the plan reflected two distinct media habits: FM radio for mothers of teenagers, and digital audio for teenagers and young adults in cities.
An audio mix tailored to each audience’s role.
FM radio quickly built reach among those influencing the purchase decision. Digital audio targeted the younger audience more precisely through two campaign waves on AudioXi RMFon.
FM radio for mothers
FM radio built reach and frequency among people influencing the purchase decision. It delivered 108 GRPs, reached 52.1% of the target audience at least once and achieved an average frequency of 2.07.
Digital audio for younger listeners
The digital audio campaign ran in two waves over five days. RMF FM accounted for 65.5% of impressions and 62.8% of unique reach, while RMF MAXXX delivered 17.6% of impressions.
Podcasts and supporting placements
The plan was complemented by Open FM AudioXi, RMF w pracy, local AudioXi stations and RMF podcasts. Podcasts achieved a 100% LTR, while Open FM reached 99.2%.
Two channels, each with a clear communication objective.
of the audience reached at least three times
digital audio impressions delivered
more digital impressions than planned
share of impressions from the leading placements
Clear roles for each channel drove the results.
Two audiences, different listening habits
Mothers and teenagers listen to audio differently, so the channel mix reflected their actual habits.
Complementary use of the budget
Radio and digital audio served distinct purposes, avoiding competition for the same audience exposure.
High listen-through rate
The non-skippable format and carefully selected contexts kept the listen-through rate at a strong 94.2%.
Flexible activation
Two campaign waves spread audience exposure more effectively across the short campaign period.
Recommendations for future audio campaigns
- Keep the audience-based channel split: FM radio for purchase decision-makers and digital audio for younger product users.
- Increase the share of editorial podcasts, which offer high listen-through rates and relevant listening environments.
- Limit genre-specific stations with little audience overlap if they do not increase net reach.
- Consider a longer FM campaign period if the goal is to increase contact frequency.
- Test 15-second and 30-second ads according to whether the priority is quick recall or a fuller product explanation.
Related services
Frequently asked questions about combined audio campaigns
Why combine FM radio and digital audio?
The channels serve different purposes. FM radio builds reach and frequency across broad audiences, while digital audio offers more precise targeting and measurable ad completion rates.
How is GRP different from LTR?
Gross rating points (GRPs) measure the weight of a campaign in channels such as radio. Listen-through rate (LTR) measures ad completion in digital audio: how often listeners hear the ad in full.
How were the stations and platforms selected?
The largest share went to placements with the strongest audience fit and reach potential. Supporting placements helped improve ad completion or reach additional listeners.
Will this model work outside the beauty industry?
Yes. This approach suits brands with several audiences involved in the purchase decision, or those seeking to combine broad reach with precise digital targeting.
Need to reach two distinct audiences?
We will design a channel mix that delivers the right message to each audience in the right listening environment.
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