Background information

In this business case study, we discuss IMS’s TV and radio campaign for Unilever that tapped into the complementarity of these two mass media. Following the launch of a radio audience measurement by Kantar Media in Uzbekistan, the interest in radio increased among clients that finally could have reliable radio figures alongside the TV ones. Thanks to this new measurement radio can now be used as an effective tool to help TV campaigns reach the audience that does not watch TV on a regular basis.

The goal of this campaign was to boost the brand awareness of Unilever products Clear Man and Rexona. That was done with the help of creative radio ads via a cross-media campaign in August 2023.

The Strategy

The campaign ensured an optimal media channel mix selection and sustainable communication. It aimed to strengthen the TV campaign coverage and reach the maximum target audience. The use of audio creative strengthened the delivery of the brand’s key creative message and increased brand loyalty.

The REXONA brand was promoted as of maximum protection in any conditions and the CLEAR MEN brand was portrayed as a special care for men with new effective protection.

Rexona radio spot

Clear radio spot

The Execution

The radio stations represented by IMS were used (102.00 AVTORADIO, 101.50 GRAND, 100.50 ORIAT FM). Radio commercials were placed in parallel with TV campaigns of both brands through one sales house – IMS (via the “one-stop shop” service), which added convenience and flexibility to advertising placement.

Results

In August, overall, 769 spots were aired in the “Hygiene category”, 75% of which related to Unilever brands. In terms of SoV, Unilever generated 82% in the 18-45 target group (in Tashkent and Tashkent region cities) – which indicated effective media planning of the campaign and successful choice of stations for the advertising campaign. The number of listener contacts reached with the advertising message was almost 11 million in the age group 15-64 – and about 9 million in the age group 18-45 (in Tashkent and Tashkent region).