Roberts Radio Digital PR Case Study
 

An on-brand Digital PR campaign to support a new product launch for Roberts Radio 

We were tasked with getting Roberts Radio into the press to generate brand awareness for their new bluetooth speaker and drive links to the new landing page to support SEO efforts. 

Roberts are an iconic British brand that were founded in 1932, so our campaign needed to match the topic of multiple generations listening to music through their products. 

An on-brand Digital PR campaign to support a new product launch for Roberts Radio 

Creating innovative and industry thought-leadership campaigns Honcho secured over 100 pieces of coverage globally for B2B electronics distributor, Distrelec.

0

AUTHORITATIVE LINKS POINTING TO THE WEBSITE

0

PIECES OF PRESS COVERAGE

0

COVERAGE IN 8 DIFFERENT COUNTRIES

THE DATA

Our logic behind the campaign was that music lives on through generations, and songs that were popular years ago could still be someone's favourite, regardless of the time since it was released or their position in the charts.

We ran a survey of 2,000 UK respondents aimed to determine if older artists' fans engage with modern music and how involved older generations are with music today. We found that only 30% of people follow music in the charts, with 76% preferring to follow their own music taste.

Interestingly, just 18% of the Silent Generation enjoy listening to music that younger people listen to. Additionally, our data shows that younger generations are open to older music, with 57% wanting it to be played more on the radio and 36% expressing interest in exploring older music themselves.

However, over a third of Gen Z respondents stated they wouldn't listen to a song released before they were born, potentially missing out on a library of classics released before 2000.

 

Using the data to craft a press worthy story

 

We asked every generation how familiar they were with older artists, and it’s safe to say the results are shocking.

The artist least familiar to Gen Z was Aretha Franklin, with over 60% of those from ages 16 to 23 unfamiliar with the music legend’s work. Following closely behind were U2 and The Supremes with over half of the generation unfamiliar with their work. Also included in our study were Elvis Costello, Bee Gees, Phil Collins, The Beach Boys and Blondie. 

The other end of the list found that Gen Z was most familiar with The Beatles, closely followed by Elvis Presley and Whitney Houston with over two-thirds of people being aware of these artists.

Interestingly, there were some artists from this list that even the Silent Generation weren’t too familiar with. Only 51% of The Silent Generation said they were familiar with the band that brought us songs such as ‘Livin’ on a Prayer’ and ‘You Give Love a Bad Name’, Bon Jovi.

How well does Gen Z know older music stars?
 

RESULTS

The story caught the imagination of journalists and in total we achieved 64 pieces of coverage with over 30 links from 8 different countries. 

The most popular headline used by journalists was that only 1 in 3 Gen Z's had heard of The Beatles. This saw great traction across music related websites and in particular their hometown of Liverpool where we got some great coverage in the Liverpool Echo. 

Our survey results showed that regardless of the era in which certain artists were most popular, their music has the ability to transcend generations. In contrast, older generations are increasingly struggling to connect with the latest music releases. This presents a remarkable opportunity for new artists to curate the soundscape for Gen Z and future generations, ensuring their work resonates for years to come.

Roberts Radio Digital PR Results
Roberts Radio
We really enjoyed working with Honcho, particularly on this campaign. The story aligned perfectly with our brand of rich heritage and the objective of raising awareness during a crucial product launch.
JAMIL KASSAM
DIRECT TO CONSUMER LEAD

EXPLORE MORE CASE STUDIES

European Search Awards 2022 Winner UK Search Awards 2021 Winner Global Digital PR Awards 2022 Winner The Drum Digital Advertising Awards Winner 2022 Global Search Awards Finalist 2021 The Drum Search Awards Winner 2022 Google Premier Partner Agency

WANT RESULTS LIKE THESE? 

Get in Touch!

OUR SERVICES

SEO 

Increase organic visibility in Search Engines with a bespoke SEO solution

DIGITAL PR 

Earn authoritative links and drive brand awareness with Digital PR

PAID SEARCH

Deliver instant traffic and revenue through Paid Search and Shopping

SOCIAL ADS

Reach new audiences and retarget existing ones on social channels 

CONTENT 

Attract and engage website visitors with a well executed content strategy