Main points
- Radio advertising increased brand awareness of “Cable-OK” by 103% and increased sales by 30% in 6 weeks.
- The company decided to extend the radio campaign for an additional 6 weeks and plans a systematic presence on radio until 2026.
How radio advertising helped the Cable-OK brand / Freepik
The company “Cable-OK” planned to become the #1 online store in Ukraine in the niche of sales of cable products and electrical goods, but used only digital channels. Radio advertising helped the brand to record a significant increase in recognition and sales.
How did radio advertising help a business “grow”?
Before launching the radio campaign, the Cable-OK brand was promoted only through digital: context, social networks, online advertising, reports TAVR Media.
To develop, the brand needed something new, but without significant financial investments, because at the stage of active business development, it is too risky.
For example, for Cable-OK, a strategy of 6 weeks of advertising only on the radio was chosen. This format allows you to clearly see whether the channel has an impact on sales and recognition.
The video is based on a simple, honest conversation, without pathos and “gloss”, about quality electrical goods, proven products and a personal guarantee. This approach removed the barrier of mistrust that often arises when it comes to online stores.
According to the results of the Radio Recall Test, the conversion was 0.61% – twice the average for the market.
Radio did what digital alone couldn't do – people started to trust the Cable-OK brand more. The format with my voice was an honest conversation without marketing gimmicks. And that's what worked,
– says business owner Denis Motovilov.
What are the results in numbers?
In just 6 weeks of radio advertising, brand awareness increased by 103%, sales increased by 30%, and the company gained thousands of new customers.
The company owner also noted:
- Significant growth in trust in the Cable-OK brand, as confirmed by customer feedback;
- Increasing the share of B2B clients;
- Increased brand awareness simplified negotiations with contractors and had a positive impact on participation in tenders.
We saw an increase in awareness, new customers and +30% to sales in the first 6 weeks. For me, cooperation with TAVR Media is an example of when partners do not “sell advertising”, but take responsibility for the result,
– says Denys Motovylov.
Radio advertisement for “Kabel-OK” / infographics TAVR Media
Interesting! As a result, the brand extended the advertising for another 6 weeks and planned a systematic presence on the radio throughout 2026.