SCA’s Luxe Walls campaign capitalises on broadcast and digital audio

Southern Cross Austereo (SCA) has completed a four-week test and learn campaign for Luxe Walls wallpaper, with positive results for awareness and sales.

The campaign was designed to understand the impact of SCA’s growing audio ecosystem, and layered broadcast radio with digital audio to provide a 238% increase in unprompted awareness for the brand, and a 212% increase in sales.

The four-week campaign saw SCA work with Luxe Walls to look at the most effective way to drive its message to potential customers, using broadcast radio, radio, music streaming and podcasting to push brand awareness and website traffic.

Measured by SCA iQ, it resulted in website hits jumping 52%, a 35% jump in brand association and 30% of respondents recalling the campaign.

Luxe Walls Co-founder, Julia Hill, said: “Our aim for Luxe Walls was to capture new markets and make Luxe Walls top of mind. With a strong visual presence on social media and in magazines, we felt radio was the channel that could expand our audience.

“We loved the creative SCA created and found it ‘ear catching’. As a result of the SCA campaign, traffic to our site increased and eventually sales increased too. November was our biggest month ever, with a sales increase of 212%.

“Being on SCA’s broadcast and digital audio platforms fortified our brand as being number one and complemented our PR and social media campaign.”

SCA national head of radio sales, Nikki Rooke, added: “Our audio ecosystem is growing and evolving, as we find new ways to get brand messaging to customers.

“We know broadcast radio delivers really strong results for partners, even for visual products like wallpaper, and is the foundation for our campaigns.

“We now know broadcast radio is even more impactful when it’s combined with other audio platforms, like live radio streaming, music streaming and podcasting. Adding these additional channels is an effective way to create growth in audience reach, relevance and engagement, to expose brands to new customers.

SCA strategy, research and insights division, iQ, has recently developed Audio Planning iQ, to share with partners to help plan effective audio campaigns in 2021.