To leverage the power of local word-of-mouth marketing on a large scale, a Live Reads program was developed to deliver targeted messaging to local consumers at key times during the promotional period.
During the two-month campaign, 106 DJs were utilized across 54 radio metro markets. These local radio personalities became ambassadors of the Clayton Homes brand and helped increase the brand’s credibility and approachability. Live radio spots captured audience attention directly because listeners could relate to the DJs and their personal experiences, maximizing the overall impact of radio. Endorsements were scheduled as :60 spots, but often ran longer, giving Clayton Homes more impact at no additional cost. Additionally, the Live Reads program integrated organically with the DJs’ social media to further increase impressions and reach by extending the brand beyond on-air to online.