91.9 Friends FM

The Client

91.9 Friends FM is a popular Kolkata-based radio station, known for its engaging mix of music, entertainment, and interactive shows. Since its launch in 2007, it has built a loyal audience by offering a blend of local culture and trending content, making it a favourite in the city.

Objective

The Goal was to create awareness for the podcast channel and increase engagement.

The Challenge

Carving out space for both new and old listeners was the main challenge in a highly competitive market, where several other stations try to get the attention of the same audience.

The Solution

To achieve our goal:

• A targeted performance marketing strategy was devised using two key digital channels, Google Ads and Facebook Ads.
• Started with audience segmentation to identify the groups that are aligning with the customer persona.
• Ad creatives were developed, focusing on top radio shows in order to highlight the podcast channel as a new extension of the brand.
• Used Google Display ads to capture user attention and build brand awareness.
• Facebook targeting is done on detailed demographics to reach the right audience with personalised content.
• Real Time monitoring doing every testing with the variations of ad creatives.
• Analysing the data, ex Click-Through Rate (CTR) and Cost Per Click (CPC).

The Result

• Increased website traffic to more than 4,05000 visits.
• Received over 6.31 million impressions
• Successfully built a vast audience for the podcast channel.