FMCG Brand Cuts CPL by 35% with AI-Optimised Radio Slots
The Challenge
A popular FMCG brand launched a new healthy snack range in the competitive Delhi NCR region. Initial media plans drafted by traditional buyers split the budget evenly across top stations, resulting in high advertising costs and sub-optimal conversion rates.
Strategy & Execution
Zebracat restructured the radio plan using demographic matching and AI-driven slot optimization. Instead of running generic slots, we aligned airtime with target audience commute patterns and specific listening preferences.
We selected 8 radio stations but focused airtime around morning and evening rush hours (8:00 AM - 11:00 AM and 5:00 PM - 8:00 PM) when our target segment (working professionals and parents) were commuting. We also matched specific programs, running ads during health-themed morning segments and casual drive-time shows.
The Impact
Over the 4-week campaign, target audience engagement rose significantly. The hyper-targeted slot allocation reduced the effective Cost-Per-Lead (CPL) by 35% compared to the brand's previous campaign baselines.
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