MASTER
COPY EXCERPT: AMBI Turns Up the Volume with Breakthrough Radio Campaign
Copywriting by Zoë Stetson
A New Way of Doing Business
Television advertising is great for awareness, but AMBI® needed more to stave off increasing competition on a limited marketing budget. It needed to establish itself as THE EXPERT in skin care for women with richer skin tones and it needed to do it economically.
Radio’s lower cost of entry was great for AMBI’s needs. It allowed AMBI® to update its brand image, increase frequency and hyper target its consumers. Radio also allowed AMBI® to invest in out-of-home, digital, print and search engine advertising—for the first time in brand history.
But advertising alone wouldn’t be enough to help AMBI® achieve its expertise strategy. AMBI recently began focusing on educating its target about the importance of an effective skin-care regimen, from cleansing to protection from the sun’s damaging rays. CRN’s approach to radio was a perfect fit, introducing ways to engage and influence consumers with sought-after content designed to achieve AMBI’s® marketing objectives.
J3 asked CRN to develop an eight-month, high-impact radio campaign in leading African-American markets to build brand preference and elevate AMBI to a position of expertise. The campaign engages its target through professional skincare advice, endorsements by popular local female African-American personalities, glamorous contests, and support for AMBI® events.
