{"id":9093,"date":"2026-07-31T06:48:37","date_gmt":"2026-07-31T04:48:37","guid":{"rendered":"https:\/\/mediapeople.pl\/?page_id=9093"},"modified":"2026-09-01T14:49:18","modified_gmt":"2026-09-01T12:49:18","slug":"case-study-audio-mix-kosmetyki-nastolatki","status":"publish","type":"page","link":"https:\/\/mediapeople.pl\/en\/oferta\/case-study-audio-mix-kosmetyki-nastolatki\/","title":{"rendered":"Case Study: Audio-Mix dla marki kosmetycznej"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9093\" class=\"elementor elementor-9093\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f151141 e-con e-atomic-element e-div-block-base e-f151141-8cc7492\" data-id=\"f151141\" data-element_type=\"e-div-block\" data-e-type=\"e-div-block\" data-interaction-id=\"f151141\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4963315 elementor-widget elementor-widget-html\" data-id=\"4963315\" 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24px;font-weight:700;text-transform:uppercase;font-size:13px;letter-spacing:.04em}\n@media(max-width:1024px){.mp-case-kpis,.mp-case-params,.mp-case-results,.mp-case-reasons,.mp-case-related{grid-template-columns:1fr 1fr}.mp-case-cta{grid-template-columns:1fr}.mp-case-title{font-size:54px}}\n@media(max-width:680px){.mp-case-hero,.mp-case-section,.mp-case-cta{padding:58px 24px}.mp-case-kpis,.mp-case-params,.mp-case-results,.mp-case-reasons,.mp-case-related{grid-template-columns:1fr}.mp-case-title{font-size:42px}.mp-case-h2{font-size:34px}.mp-case-lead,.mp-case-copy{font-size:16px}.mp-case-step{grid-template-columns:1fr;gap:14px}.mp-case-rec-list{columns:1}.mp-case-faq-item summary{font-size:19px}.mp-case-faq-item div{padding-right:0}}\n<\/style>\n<main class=\"mp-case\">\n  <section class=\"mp-case-hero\">\n    <span class=\"mp-case-label\">Case Study \/ Audio-Mix \/ Beauty<\/span>\n    <h1 class=\"mp-case-title\">Kampania audio-mix dla marki kosmetycznej dla nastolatk\u00f3w<\/h1>\n    <p class=\"mp-case-lead\">Kampania po\u0142\u0105czy\u0142a radio FM i digital audio, rozdzielaj\u0105c grupy docelowe wed\u0142ug realnych zachowa\u0144 mediowych. Matki nastolatk\u00f3w budowa\u0142y zasi\u0119g w radiu FM, a nastolatki i m\u0142odzi doro\u015bli w digital audio.<\/p>\n    <div class=\"mp-case-kpis\"><article class=\"mp-case-kpi\"><span>Radio FM<\/span><strong>108 GRP<\/strong><p>w grupie matek nastolatk\u00f3w w miastach<\/p><\/article>\n<article class=\"mp-case-kpi\"><span>Reach 1+<\/span><strong>52,1%<\/strong><p>zasi\u0119g radiowy w grupie decyzyjnej<\/p><\/article>\n<article class=\"mp-case-kpi\"><span>Digital audio<\/span><strong>319 463<\/strong><p>unikalnych u\u017cytkownik\u00f3w w grupie m\u0142odszej<\/p><\/article>\n<article class=\"mp-case-kpi\"><span>LTR<\/span><strong>94,2%<\/strong><p>\u015brednia jako\u015b\u0107 ods\u0142uchania spotu 15s<\/p><\/article><\/div>\n  <\/section>\n  <section class=\"mp-case-section\">\n    <span class=\"mp-case-eyebrow\">Wyzwanie<\/span>\n    <h2 class=\"mp-case-h2\">Jedna marka, dwie r\u00f3\u017cne sytuacje kontaktu.<\/h2>\n    <div class=\"mp-case-copy\"><p>Klientem by\u0142a og\u00f3lnopolska marka kosmetyczna promuj\u0105ca lini\u0119 piel\u0119gnacyjn\u0105 dla nastolatk\u00f3w. Kampania musia\u0142a dotrze\u0107 zar\u00f3wno do u\u017cytkownik\u00f3w produktu, jak i do os\u00f3b wsp\u00f3\u0142decyduj\u0105cych o zakupie.<\/p>\n<p>Zamiast budowa\u0107 jedn\u0105 szerok\u0105 person\u0119, plan rozdzieli\u0142 komunikacj\u0119 na dwa zachowania mediowe: radio FM dla matek nastolatk\u00f3w i digital audio dla nastolatk\u00f3w oraz m\u0142odych doros\u0142ych w miastach.<\/p><\/div>\n    <div class=\"mp-case-params\"><article class=\"mp-case-param\"><span>Bran\u017ca<\/span><strong>Beauty &amp; personal care<\/strong><\/article>\n<article class=\"mp-case-param\"><span>TG radio<\/span><strong>Matki nastolatk\u00f3w, miasta<\/strong><\/article>\n<article class=\"mp-case-param\"><span>TG digital<\/span><strong>Nastolatki i m\u0142odzi doro\u015bli, miasta<\/strong><\/article>\n<article class=\"mp-case-param\"><span>Format<\/span><strong>15s non-skippable audio<\/strong><\/article><\/div>\n  <\/section>\n  <section class=\"mp-case-section mp-case-section-dark\">\n    <span class=\"mp-case-eyebrow\">Rozwi\u0105zanie mediowe<\/span>\n    <h2 class=\"mp-case-h2\">Audio-mix dopasowany do roli ka\u017cdej grupy docelowej.<\/h2>\n    <div class=\"mp-case-copy\"><p>Radio FM odpowiada\u0142o za szybkie budowanie zasi\u0119gu w grupie decyzyjnej. Digital audio pracowa\u0142o precyzyjniej na m\u0142odszej grupie, w dw\u00f3ch falach emisji i w \u015brodowisku AudioXi RMFon.<\/p><\/div>\n    <div class=\"mp-case-steps\"><article class=\"mp-case-step\"><span>01<\/span><div><h3>Radio FM dla matek<\/h3><p>Cz\u0119\u015b\u0107 radiowa odpowiada\u0142a za skal\u0119 i cz\u0119stotliwo\u015b\u0107 w grupie os\u00f3b maj\u0105cych wp\u0142yw na zakup produktu. Plan dostarczy\u0142 108 GRP, reach 1+ na poziomie 52,1% oraz \u015bredni\u0105 cz\u0119stotliwo\u015b\u0107 2,07.<\/p><\/div><\/article>\n<article class=\"mp-case-step\"><span>02<\/span><div><h3>Digital audio dla m\u0142odszej grupy<\/h3><p>W digital audio kampania zosta\u0142a roz\u0142o\u017cona na dwie fale w ci\u0105gu pi\u0119ciu dni. RMF FM odpowiada\u0142o za 65,5% emisji i 62,8% zasi\u0119gu netto, a RMF MAXXX za 17,6% emisji.<\/p><\/div><\/article>\n<article class=\"mp-case-step\"><span>03<\/span><div><h3>Podcasty i konteksty uzupe\u0142niaj\u0105ce<\/h3><p>Plan uzupe\u0142ni\u0142y Open FM AudioXi, RMF w pracy, lokalne stacje AudioXi oraz podcasty RMF. Podcasty osi\u0105gn\u0119\u0142y LTR 100%, a Open FM 99,2%.<\/p><\/div><\/article><\/div>\n  <\/section>\n  <section class=\"mp-case-section\">\n    <span class=\"mp-case-eyebrow\">Wyniki<\/span>\n    <h2 class=\"mp-case-h2\">Dwa kana\u0142y pracowa\u0142y na dwa r\u00f3\u017cne zadania komunikacyjne.<\/h2>\n    <div class=\"mp-case-results\"><article class=\"mp-case-result\"><span>Reach 3+ radio<\/span><strong>13,1%<\/strong><p>cz\u0119\u015b\u0107 grupy z minimum trzema kontaktami<\/p><\/article>\n<article class=\"mp-case-result\"><span>Digital delivery<\/span><strong>537 474<\/strong><p>zrealizowanych emisji digital audio<\/p><\/article>\n<article class=\"mp-case-result\"><span>Over-delivery<\/span><strong>+1,5%<\/strong><p>wi\u0119cej emisji digital ni\u017c w planie<\/p><\/article>\n<article class=\"mp-case-result\"><span>Top 5 carrier\u00f3w<\/span><strong>88,7%<\/strong><p>udzia\u0142 emisji na najmocniejszych no\u015bnikach<\/p><\/article><\/div>\n  <\/section>\n  <section class=\"mp-case-section\">\n    <span class=\"mp-case-eyebrow\">Dlaczego to zadzia\u0142a\u0142o?<\/span>\n    <h2 class=\"mp-case-h2\">Skuteczno\u015b\u0107 wynika\u0142a z rozdzielenia r\u00f3l medi\u00f3w.<\/h2>\n    <div class=\"mp-case-reasons\"><article><h3>Dwie grupy, dwa rytmy medi\u00f3w<\/h3><p>Matki i nastolatki nie konsumuj\u0105 audio w identyczny spos\u00f3b, wi\u0119c miks kana\u0142\u00f3w zosta\u0142 zbudowany pod rzeczywiste zachowania.<\/p><\/article>\n<article><h3>Bez kanibalizacji bud\u017cetu<\/h3><p>Radio i digital audio realizowa\u0142y osobne funkcje zamiast konkurowa\u0107 o ten sam kontakt.<\/p><\/article>\n<article><h3>Wysoka jako\u015b\u0107 ods\u0142uchania<\/h3><p>Format non-skippable oraz dobrane konteksty utrzyma\u0142y LTR na mocnym poziomie 94,2%.<\/p><\/article>\n<article><h3>Elastyczna aktywacja<\/h3><p>Dwie fale emisji pozwoli\u0142y lepiej roz\u0142o\u017cy\u0107 kontakt w kr\u00f3tkim czasie trwania kampanii.<\/p><\/article><\/div>\n  <\/section>\n  <section class=\"mp-case-section\">\n    <span class=\"mp-case-eyebrow\">Rekomendacje<\/span>\n    <h2 class=\"mp-case-h2\">Jak prowadzi\u0107 podobne kampanie audio-mix.<\/h2>\n    <ul class=\"mp-case-rec-list\"><li>Utrzyma\u0107 podzia\u0142 kana\u0142\u00f3w wed\u0142ug grupy docelowej: FM dla segmentu decyzyjnego, digital audio dla m\u0142odszej grupy u\u017cytkownik\u00f3w.<\/li>\n<li>Zwi\u0119ksza\u0107 udzia\u0142 podcast\u00f3w redakcyjnych, bo zapewniaj\u0105 bardzo wysok\u0105 jako\u015b\u0107 ods\u0142uchania i dobre dopasowanie kontekstu.<\/li>\n<li>Ogranicza\u0107 stacje gatunkowe o niskim overlapie z grup\u0105, je\u015bli nie wzmacniaj\u0105 zasi\u0119gu netto.<\/li>\n<li>Rozwa\u017cy\u0107 d\u0142u\u017cszy flight FM, je\u015bli celem jest mocniejsze budowanie cz\u0119stotliwo\u015bci.<\/li>\n<li>Testowa\u0107 spoty 15s i 30s zale\u017cnie od tego, czy priorytetem jest szybka zapami\u0119tywalno\u015b\u0107 czy pe\u0142niejsze wyja\u015bnienie produktu.<\/li><\/ul>\n    <div class=\"mp-case-note\">Dane digital audio pochodz\u0105 z raportu AudioXi, a dane radiowe z pomiaru kampanii FM. Marka zosta\u0142a zanonimizowana.<\/div>\n  <\/section>\n  <section class=\"mp-case-section\">\n    <span class=\"mp-case-eyebrow\">Powi\u0105zane us\u0142ugi<\/span>\n    <h2 class=\"mp-case-h2\">Tematy, kt\u00f3re wzmacniaj\u0105 ten typ kampanii.<\/h2>\n    <div class=\"mp-case-related\"><a href=\"\/oferta\/radio-digital-audio\/\"><span>Us\u0142uga<\/span><strong>Radio \/ Digital audio<\/strong><p>Planowanie wsp\u00f3lnej roli radia, digital audio i podcast\u00f3w.<\/p><\/a>\n<a href=\"\/oferta\/strategie-mediowe-i-planowanie-komunikacji\/\"><span>Us\u0142uga<\/span><strong>Strategie mediowe<\/strong><p>Podzia\u0142 r\u00f3l kana\u0142\u00f3w pod r\u00f3\u017cne grupy i cele komunikacyjne.<\/p><\/a>\n<a href=\"\/oferta\/programmatic-inteligentny-i-zautomatyzowany-zakup-mediow\/\"><span>Us\u0142uga<\/span><strong>Programmatic<\/strong><p>Precyzyjna dystrybucja emisji w \u015brodowiskach cyfrowych.<\/p><\/a>\n<a href=\"\/oferta\/badania-i-analizy-marketingowe\/\"><span>Us\u0142uga<\/span><strong>Badania i analizy<\/strong><p>Ocena wynik\u00f3w i rekomendacje do kolejnych fal kampanii.<\/p><\/a><\/div>\n  <\/section>\n  <section class=\"mp-case-section\">\n    <span class=\"mp-case-eyebrow\">FAQ<\/span>\n    <h2 class=\"mp-case-h2\">Najcz\u0119stsze pytania o audio-mix.<\/h2>\n    <div class=\"mp-case-faq\"><details class=\"mp-case-faq-item\"><summary>Dlaczego po\u0142\u0105czy\u0107 radio FM i digital audio?<\/summary><div><p>Poniewa\u017c oba kana\u0142y mog\u0105 realizowa\u0107 r\u00f3\u017cne role. Radio FM dobrze buduje skal\u0119 i cz\u0119stotliwo\u015b\u0107 w szerokich grupach, a digital audio pozwala precyzyjniej dotrze\u0107 do wybranych segment\u00f3w i mierzy\u0107 jako\u015b\u0107 ods\u0142uchania.<\/p><\/div><\/details>\n<details class=\"mp-case-faq-item\"><summary>Czym r\u00f3\u017cni si\u0119 GRP od LTR?<\/summary><div><p>GRP opisuje si\u0142\u0119 kampanii w mediach zasi\u0119gowych, takich jak radio. LTR pokazuje jako\u015b\u0107 ods\u0142uchania spotu w digital audio, czyli czy u\u017cytkownicy dotrwali do ko\u0144ca reklamy.<\/p><\/div><\/details>\n<details class=\"mp-case-faq-item\"><summary>Jak dobierane by\u0142y stacje i platformy?<\/summary><div><p>Najwi\u0119kszy udzia\u0142 dosta\u0142y no\u015bniki o najlepszym dopasowaniu do grupy i najwi\u0119kszym potencjale zasi\u0119gu. No\u015bniki uzupe\u0142niaj\u0105ce pe\u0142ni\u0142y rol\u0119 jako\u015bciow\u0105 albo poszerza\u0142y kontakt.<\/p><\/div><\/details>\n<details class=\"mp-case-faq-item\"><summary>Czy taki model sprawdzi si\u0119 poza bran\u017c\u0105 beauty?<\/summary><div><p>Tak, je\u015bli marka ma r\u00f3\u017cne grupy wp\u0142ywu na decyzj\u0119 zakupow\u0105 albo potrzebuje po\u0142\u0105czy\u0107 szeroki zasi\u0119g z precyzj\u0105 kana\u0142\u00f3w cyfrowych.<\/p><\/div><\/details><\/div>\n  <\/section>\n  <section class=\"mp-case-cta\">\n    <h2>Masz dwie grupy odbiorc\u00f3w?<\/h2>\n    <div><p>Zaprojektujemy miks kana\u0142\u00f3w tak, \u017ceby ka\u017cdy segment dosta\u0142 w\u0142a\u015bciwy komunikat we w\u0142a\u015bciwym \u015brodowisku audio.<\/p><a class=\"mp-case-button\" href=\"\/kontakt\/\">Porozmawiajmy o kampanii<\/a><\/div>\n  <\/section>\n<\/main>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"growla-grow-section elementor-element elementor-element-67e3e66 e-flex e-con-boxed e-con e-parent\" data-id=\"67e3e66\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;background_motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;background_motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1d330ed e-flex e-con-boxed e-con e-child\" data-id=\"1d330ed\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e3350f3 elementor-view-stacked elementor-shape-square elementor-absolute elementor-widget elementor-widget-icon\" data-id=\"e3350f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;}\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-paper-plane\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M440 6.5L24 246.4c-34.4 19.9-31.1 70.8 5.7 85.9L144 379.6V464c0 46.4 59.2 65.5 86.6 28.6l43.8-59.1 111.9 46.2c5.9 2.4 12.1 3.6 18.3 3.6 8.2 0 16.3-2.1 23.6-6.2 12.8-7.2 21.6-20 23.9-34.5l59.4-387.2c6.1-40.1-36.9-68.8-71.5-48.9zM192 464v-64.6l36.6 15.1L192 464zm212.6-28.7l-153.8-63.5L391 169.5c10.7-15.5-9.5-33.5-23.7-21.2L155.8 332.6 48 288 464 48l-59.4 387.3z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-06946f2 elementor-widget__width-initial elementor-widget elementor-widget-growla_heading\" data-id=\"06946f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"growla_heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"growla-heading\">\r\n        <p class=\"growla-heading--sub mini-heading-02\">\r\n\r\n                            \/\/ Porozmawiajmy                        \r\n        <\/p>\r\n\r\n                    <div class=\"growla-heading--content\">\r\n                <p>Nie wiesz jeszcze, jakich medi\u00f3w potrzebujesz?<\/p><p>I bardzo dobrze!<\/p>            <\/div>    \r\n            <\/div>\r\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<p class=\"e-04c1fc9-b22d439 e-paragraph-base\" data-interaction-id=\"04c1fc9\"  >\n\t\t\t\t\t\t\t\tNie zaczynamy od gotowego zestawu kana\u0142\u00f3w.                Zaczynamy od celu, danych i rozmowy o tym,                co naprawd\u0119 ma zmieni\u0107 si\u0119 w Twoim biznesie.\n\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Case Study \/ Audio-Mix \/ Beauty Kampania audio-mix dla marki kosmetycznej dla nastolatk\u00f3w Kampania po\u0142\u0105czy\u0142a radio FM i digital audio, rozdzielaj\u0105c grupy docelowe wed\u0142ug realnych zachowa\u0144 mediowych. Matki nastolatk\u00f3w budowa\u0142y zasi\u0119g w radiu FM, a nastolatki i m\u0142odzi doro\u015bli w digital audio. Radio FM108 GRP w grupie matek nastolatk\u00f3w w miastach Reach 1+52,1% zasi\u0119g radiowy [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1462,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_seopress_titles_title":"Case Study: Audio-Mix (Radio FM + Digital Audio) dla marki kosmetycznej \u2502 LTR 94,2% \u2502 Mediapeople","_seopress_titles_desc":"Jak kampania audio-mix dla marki kosmetycznej dotar\u0142a do matek (radio FM, 108 GRP) i m\u0142odych doros\u0142ych (digital audio, LTR 94,2%)? Case study Mediapeople.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","inline_featured_image":false,"footnotes":""},"class_list":["post-9093","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/pages\/9093","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/comments?post=9093"}],"version-history":[{"count":11,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/pages\/9093\/revisions"}],"predecessor-version":[{"id":9192,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/pages\/9093\/revisions\/9192"}],"up":[{"embeddable":true,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/pages\/1462"}],"wp:attachment":[{"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/media?parent=9093"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}