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Client Background
Focusing on hit music, old-school favourites and RNB Fridays with hit shows such as Stav, Abby & Matt during Breakfast, and Carrie & Tommy for Drive, B105 – along with Digital radio channels Buddha Hits, Easy Hits, Old Skool Hits and Urban Hits – entertains 728,000* Brisbane radio listeners every week.
Our audience want to be uplifted when they listen to the radio. It’s about escaping the everyday mundane, while connecting to who and where they want to be. They crave energy from their radio experience and look to us for the exciting moments through their day – stories to tell others, and to sing and dance along.
Part of the Hit Network, B105 targets under 55’s and strongly delivers a female audience 25-54 years.
* Source: GFK Radio Ratings. Survey #5 2022. Brisbane. All People 10+. The B105 Brand. Mon-Sun 5:30-12mn. FM + DAB+.Cume.
Business Objectives
- Increase Brand Recall/Awareness of B105 and its digital brands
- Increase cumulative audience (listeners per week) beyond 728,000
- Increase time spent listening each day
Current use of social media
Currently, B105 primarily uses its social media channels as a supplement to its on-air content: such as highlights of some the breakfast show’s – Stav, Abby & Matt – top topics discussed or featured; or promotion of the latest competition. It also allows:
- Listeners to interact with the station in a more tangible, visual way
- B105 to respond to enquiries and listener feedback
- Share up-to-the-minute news relevant to the community
- Build top-of-mind awareness with Brisbane radio listeners
B105 and the Hit Network are currently active on Facebook, Instagram & Tiktok.
1 week social media campaign
At the beginning of September, the Hit Network launched Blender Beats – a new digital radio station available to listen to via the LiSTNR app, Digital Radio and Smartspeakers. The station features today’s top and old-school hits blended into mashups by DJs, primarily aimed at an under 30 audience; younger than the main B105 station.
The team wish to leverage the B105 social media channels to begin building awareness and trial of this new station with the Brisbane audience, and leverage word-of-month where possible.
We aim to promote Blender Beats to Brisbanites through a one-week social media campaign. The objectives of this campaigns should be aligned with B105’s general business objectives (as stipulated above). However, outside of our usual target demographic, for this campaign we would also like to target younger listeners between the ages of 16-24.
We expect a content strategy for each of the social media platforms our brand has a presence on, and we welcome suggestions to tailor the social media storytelling campaign to new platforms we are not currently using (e.g. WeChat, Pinterest or Snapchat).
In order to maximise content reach, this social media campaign will:
- prioritise content that promotes audience engagement through personal connection, intrigue or storytelling
- engage with influencers to gain greater exposure to wider brand-aligned audience
- ensure video is a key component in social media content creation.
Increasing audience engagement will attract and nurture listeners’ relationships with an online community that will ultimately encourage listenership, and ultimately increase time spent listening to Blender Beats and B105.
This campaign will follow the brand-aligned voice of the organisation on all social media channels by engaging in dialogue to inspire, stimulate and drive consumer engagement in a timely, effective and positive way. The tone and style of content posted within this campaign must be tailored to the target audience of the campaign. This focus will ensure we build relevant and purposeful relationships with our audience, encourage strong word of mouth and brand advocacy.
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