From constant awareness to immediate action: Barovic Jewellers’s audio strategy
Barovic Jewellers wanted to maintain a consistent, top-of-mind brand presence in Bedfordshire and the surrounding areas across the entire year.
The jeweler needed a flexible strategy to drive immediate footfall and retail action during highly competitive seasonal periods for products like engagement rings, diamond upgrades, and repairs.
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Donna Barbarovich, Director, Barovic Jewellery said:
“Working with Global allows us to keep Barovic Jewellers top of mind in Bedfordshire all year round. The constant presence on Heart and Smooth means our customers always know where to find us, and we see the impact when we ramp up our campaigns.”
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the big idea
Global and Barovic Jewellers implemented a dual-approach strategy using a Global Partner package. This provided an “always-on” foundation of trusted audio and visual digital display, layered with high-impact “top-up” campaigns during key promotional windows.
Audio lent the campaign a strong regional reach, engaging a prime audience on Heart Bedfordshire and Smooth 3 Counties. The strategic seasonal top-ups then turned that ongoing brand trust into immediate action for specific sales events.
making it happen
The core campaign ran year-round, securing regular commercials every month on both Heart Bedfordshire and Smooth 3 Counties. The campaign also featured digital display banners across partner websites to drive direct clicks to the Barovic Jewellers website.
Barovic Jewellers increased their investment with “top-up” bursts in November, March, and April around key shopping events. Global produced bespoke audio creatives for these moments including a diamond sale, a ring cleaning promotion, and Christmas gifting.
results
The campaign delivered continuous local visibility alongside distinct, measurable spikes in customer response.
1,000 ad spots on Heart and Smooth, plus an impressive 3,918 additional partner ad slots, giving the client a 79% visibility boost. Seasonal “top-up” campaigns generated a physically visible increase in customer action in-store.
Digital display activity successfully drove online traffic, achieving 230 direct clicks to the Barovic Jewellers website.
By blending the emotional connection of continuous radio with the immediacy of digital display and targeted seasonal promotions, Barovic Jewellers successfully built local fame and generated real downstream value.
Donna Barbarovich, Director, Barovic Jewellery said:
“Radio has proven to be a trusted tool for our business. The combination of consistent daily reach and targeted campaigns around Christmas and our diamond events consistently delivers results. It’s given us the confidence to renew our partnership going into our 3rd year with Global.”
