the7stars

Case studies

fish4

Brief

fish4jobs is the UK’s biggest job website, with jobs that are relevant to young people. They wanted to reach young people on a regional basis, to ensure that traffic matched with the jobs available on the site.

Insight

Radio listening and internet activity have been proven to be complimentary. Additionally, radio offered the regional precision that we needed.

Solution

We planned two regional radio test campaigns. One campaign was to test the effect of radio with no supporting media. The second was to test the effects of radio alongside other media activity (notably regional press). Postcode analysis enabled us to match up radio regions with activity on the fish4jobs website. In each test the uplift effect of radio was apparent. Importantly, radio was driving traffic in a highly cost effective way. So much so that we had the confidence to recommend radio as the lead national channel in Jan 2008, a campaign that has delivered positive shifts in brand saliency.

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