October 15, 2021
Radio
Digital
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Radio on hand: A collaboration between Detskoe Radio and ELARI as a way to expand communication channels
GPM Radio stations are ranked among the best broadcasters, and they are successfully mastering the digital space and creating their own podcasts. One tool they use to promote their audio content is special projects implemented jointly with clients. The case of Detskoe Radio and the ELARI trademark, which expanded opportunities for interaction with the target audience, was presented at a professional conference in mid-October.
Collaboration is a powerful trend in marketing, since novel solutions invariably attract an audience. In this case, it is not always direct benefit that is most important. Success can most often be attributed to the original idea. GPM Radio Holding has proved this more than once. One of the most notable associations was with Yandex when, in 2019, the Alice AI voice assistant was entrusted to host Autoradio’s Disco of the 80s music festival, and later, the unreal host was invited to work live on Like FM. The collaboration with the ELARI brand is another successful example. On October 12, Yulia Andryushova, Director of Business Communications and Analytics, GPM Radio, Expert of Gazprom-Media Sales House, presented this collaboration at the Brand Day professional forum.
Tasks
Detskoe Radio is the only radio station in Russia aimed at children and their parents. Its broadcasts reach more than 5.8 million people each week (Mediascope, Radio Index—Russia, audience 12+). There are even more listeners, in fact, because the station is popular not only with teenagers, but with toddlers as well. It broadcasts the best children’s music, and the catalog includes a truly unique collection of beloved fairy tales and the most popular songs from cartoons.
The radio station creates a lot of interesting content, including entertainment and educational programs, such as “Talent Fair” or “Bukvoed.” It also has its own Detskoe Radio School, where young radio journalists learn from practicing specialists how to conduct broadcasts, perform interviews and prepare news releases. Its large-scale off-air events include “Detskoe Radio Christmas Tree” and the “Detskoe Radio Cruise.” The “Detskoe Radio in Space” project may be labeled the largest, without exaggeration. The drawings of its winners were exhibited in the first-ever Children’s Space Gallery on the International Space Station.
Detskoe Radio is active not only offline, but also in the digital space on social networks and on YouTube. Special attention is paid to podcasts. Shows created in just the past few months and posted on various audio platforms have already gained more than 9 million listens. This figure continues to grow, with 43% of the audience consuming Detskoe Radio audio content on mobile phones. Many people prefer computers and Smart TVs, though classic devices such as car receivers and on-air radio remain in demand.
Therefore, in addition to strengthening the brand’s positive image and increasing loyalty, the radio station faced the following main tasks:
- development of new survey mechanisms that also cover children under 12 and their parents
- search for new audio content delivery and consumption channels.
As a result, we had an opportunity to bring Detskoe Radio even closer to its target audience, to convey important spiritual and family values to children against the background of the increasingly growing info noise that the Internet abounds with today, instill in them a respectful and careful attitude to the Russian language, and help them develop in the emotional sphere and realize their creative abilities.
Solution
In the fall of 2020, the international company ELARI announced the release of the flagship Android-based KidPhone 4GR smartwatch model with a powerful set of options for communication and tracking and advanced features for customizing the design and visualization of the screen menu. The Detskoe Radio brand was integrated into the KidPhone 4GR. However, realizing that the game element is important in attracting the children’s audience, the radio station and ELARI launched the “100 Hours Until the New Year” project. In addition to drawing attention to the collaboration, it also served another function: making the wait for the upcoming New Year’s vacation more exciting for children.
For three weeks, there were draws on-air and on the Detskoe Radio website for super New Year’s gifts—smart watches. To enter the game, participants had to “catch” the conditional “100 Hours Until the New Year” signal and, at the same moment, click on the banner with the clock on deti.fm and fill out a special questionnaire. The quickest listeners, both parents and their kids, had the opportunity to take part in an on-air Detskoe Radio smart game and win a valuable prize. There were 75 episodes of the broadcast game, and there were draws for another 25 multifunctional smart watches on social media exactly 100 hours before the New Year (Moscow time). In total, one hundred young winners of the “100 Hours Until the New Year” game rang in 2021 with cool high-tech gadgets on their wrists.
The project was accompanied by a large number of announcements on the air, and it was also developed on social media, where, in addition to news and information about the watches, the ELARI brand, and sales outlets, there were animated games and quizzes for children.
Result
Today, any child in possession of an ELARI KidPhone 4GR smartwatch may use the built-in speaker, a portable speaker, or wireless headphones to consume all the content that Detskoe Radio creates. And things are certainly never boring with this station!
In addition, during the project, the radio station received more than 80,000 questionnaires, which are an effective marketing tool, and it now, as the saying runs, knows its listeners by sight. For the ELARI brand, it was quite interesting to learn that it is mostly fathers who make decisions about buying digital equipment for their children (49% of respondents). Mothers are more often responsible for buying clothes and toys. Least often, grandparents and other family members buy gadgets for children.
As a result of the project, 5.5 million people heard about Detskoe Radio’s game and ELARI watches on the air, and there were over 589,000 impressions on the deti.fm website and more than 107,000 reads of the news on social media. The CTR indicator (ratio of the number of click-throughs to the number of impressions) was 1.518%.
What is the strength of the audio industry’s today? Special projects and content that we create. They have high audience loyalty, and we know almost everything about our audience. It was no mere chance that our project was called “100 Hours Until the New Year.” The holiday was just around the corner, and any brand could be integrated using almost similar mechanisms, not only on Detskoe Radio, but also on any other GPM Radio station.
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