Main points
- Aqua Myrhorod and Philips used radio advertising to increase brand awareness and drive sales.
- Radio advertising campaigns for the DETOX and Philips Sonicare brands led to a significant increase in awareness, which impacted sales.
How radio helps businesses grow / Lu ShaoJi, Getty Images
Aqua Myrhorod and Philips increased sales by promoting their brands through radio advertising. This allowed them to increase awareness among their target audience, which converted into sales.
How has radio advertising helped businesses?
The experience of promoting the DETOX and Philips Sonicare brands through radio has shown that this tool is effective for building awareness, stimulating sales, and strengthening advertising campaigns in other media, 24 Channel reports with reference to TAVR Media.
The mineral water market is highly competitive, so the company “Aqua Myrhorod” decided to develop in the promising niche of chloride-sodium waters. To this end, they created the DETOX brand, reviving the production of this type of water in the Myrhorod district.
The company had previously worked to increase brand awareness, so this indicator among the target audience before the start of the radio advertising was 23%. A new study after the completion of the 6-week radio campaign showed that it had increased to 32.39% .
Pay attention! The increase in brand awareness after six weeks of radio advertising was 40%.
The media campaign objectives were to increase the conversion rate of the brand's digital platforms and increase the level of knowledge about DETOX water. They were achieved: according to the results of the summer period, sales increased by 2 times,
– says Anton Reva, CEO of Aqua Myrhorod.
Note that 50% of the success of an advertising campaign is the quality of the creative. Therefore, the task was to create and then select the most conversion-friendly creative using A/B tests among online radio listeners.
Having identified the strongest idea, it was optimized for voice timbre, music, and delivery. As a result, the final video received a User Recall CTR of 0.95 , which is three times higher than the average conversion rate.
To increase reach and brand awareness, the ad was simultaneously placed on 12 radio stations. The campaign lasted 6 weeks with an average weekly reach of 50% of the target audience and a contact frequency of five times a week.
At the same time, Philips was looking for a way to increase its reach and reach an audience that had previously missed its advertising on other platforms. That's how the idea came to launch a campaign to promote the Philips Sonicare electric toothbrush brand on radio.
By measuring the impact on the audience following the results of the radio advertising campaign, the company found that brand awareness increased by 15% . This success story was presented as the best radio case of 2025 at the NAM Summit 2025 conference.
We increased the base of people who noticed our communication by 15 percentage points. Product sales were also at their highest,
– says Oksana Slyusarchuk, Marketing Director of Philips Ukraine.
After a test campaign on radio, Philips Ukraine included it in its advertising ecosystem on a permanent basis.
How did you build an advertising campaign on the radio?
In preparation for the launch of a radio commercial for Philips Sonicare, a survey was conducted to provide insight into the brand's future creative communication. The survey of a sample of 1,500 target audience members helped to find out that 33% of listeners would consider purchasing an electric toothbrush as a gift .
To achieve this goal, we created an advertising message that would attract the attention of potential consumers and encourage them to buy an ultrasonic toothbrush. To do this, we used insight about the toothbrush as a gift.
The high CTR of 1.13% when testing the creative confirmed the correctness of the chosen message.
Note! Thanks to the Total Radio advertising campaign planning strategy on 12 stations simultaneously, Philips Sonicare managed to achieve weekly target audience coverage of 45% among men and women aged 18-60.