AMBI Interim Report
COPY EXCERPT: Turn Up the Volume with Breakthrough Radio Campaign
Copywriting by Zoë Stetson
Personalities Endorse AMBI
CRN and AMBI® also reach women of color on a personal level through the trusted voices they listen to every day—their favorite local female African- American radio talent. CRN provided personalities in each market with their own personal AMBI® regimen to follow, then trained and coached them on the delivery of natural, personal endorsements that highlight AMBI®’s benefits and communicate important skin-care facts. And the personalities are delighted to discover that the regimen has made a positive difference in the look and feel of their skin. They continue to share their progress and experience with their listeners on air.
DDB Management Supervisor Lauren Pemberton is excited by the endorsements she’s heard on local radio. “I think you are getting way more than what you are paying for out of those radio stations,” she said. “I heard a DJ talking about AMBI® and it was way more than just selling a product. This DJ was really excited about a brand that she has personally used for a long time, and you could feel her excitement.”
J&J’s Group Product Director on AMBI®, Katie Decker, agrees. “What I really like about [the radio endorsements] is that you are hearing about AMBI® from someone you already have a relationship with, and actually trust.”
