97.3FM’s ‘Feel Good for the Woman that You Are’

Station: 97.3FM, Brisbane Campaign Type: Promotion Promotion Timeframe: 4 weeks Target Market: 10 – 17 yrs, 18 – 24 yrs, 25 – 39 yrs, 40 – 54 yrs, 55 – 64 yrs, 65+ yrs

Background/Brief

Women from all walks of life and lifestyles are continually feeling pressured by the constant barrage of Magazine and Television shows showing perfect bodies and as a result, women are feeling inadequate. The annual ‘Feel Good for the Woman That You Are’ has been designed to educate the women of Brisbane in how to wear lifestyle and age appropriate clothing, while staying trend-conscious and most importantly confident.

Campaign Objectives

  • Increase target audience market share.
  • Engage target audience with content which dispels the body image myth.
  • Generate publicity.
  • Reward loyal listeners with tips on how to dress to their lifestyle and age.

Insights and Solution

“Feel Good for the Woman That You Are – the Ultimate Makeover” In order to facilitate this campaign, 97.3FM searched for four women willing to join Breakfast Announcer Robin Bailey in a lifestyle and age makeover. The chosen women (across the five age groups of teens, 20’s, 30’s, 40’s & 50’s) for the makeovers represented the clothing, appearance and confidence dilemmas that women around Queensland face every day. The prize up for grabs for each age group winner was a styling session with a leading stylist and $1,000 worth of clothes specifically chosen for them by Myer.

Week 1: The Breakfast Team solicits entrants to register online.

Week 2: Breakfast interviews with four chosen women and leading stylist give beauty and fashion tips for the various lifestyles.

Week 3: Audio of the styling sessions and subsequent reactions were played back in the Breakfast Show. Listeners were encouraged to pick up a copy of The Sunday Mail to see the transformations.

Week 4: The Sunday Mail and U on Sunday Magazine revealed the stunning new looks from the five beautiful women. The team wrapped up final coverage of the transformations.

Results

  • 18% increase in market share of listening during Breakfast against core target of females 25-54 years.
  • 16% increase in cume during Breakfast against our core target of females 25-54 years.
  • The campaign received cross-promotional coverage with the Queensland Newspaper, The Sunday Mail with two articles in the News section of the paper and a 3 page spread in The Sunday Mail’s U On Sunday magazine reaching 239,000 (37%) of Brisbane Female’s 25-54 years.
Download this Case Study as PDF
“Amidst the auditioning process and the professional fashion make-over phase of this campaign, the emotional experiences made for compelling content on-air and in the Weekend Newspaper The Sunday Mail.”
Barry Drinkwater, Program Director – 97.3FM.
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