Mamy Poko Pants × Paytunes: Festive Audio Campaign Case Study

 

 

Campaign Overview / Background

Mamy Poko Pants, a leading baby diaper brand trusted by young mothers across India, partnered with Paytunes for a 31-day digital audio campaign. The goal was to reach mothers aged 20–40 across premium music apps using a mix of audio ads and clickable companion banners. The campaign ran from mid-October to early November and included YouTube Music, enabling strong reinforcement across formats and measurable long-term retention (LTR).

 

Objectives

• Build quality reach among mothers with steady exposure to improve brand recall.
• Drive efficient CTR through companion banners while keeping LTR strong.
• Maintain consistent delivery patterns to stabilize completions across platforms.

 

Strategy & Execution

Platforms: Wynk, JioSaavn, and YouTube Music were selected to balance reach, strong completion rates, and multi-format support. Companion banners were paired with audio to enhance click intent.

Targeting: Women 20–40, with contextual alignment to music environments. Audio durations extended up to 30 seconds.

Pacing Approach: Daily tracking of Audio Spots Delivered, LTR, CTR, and YouTube-specific completion behavior. Adjustments were made mid-period to smooth delivery and preserve completion quality.

 

Key Results & Outcomes

 

 

• LTR, CTR, and Reach moved in the expected direction versus plan, with LTR showing the strongest and most stable improvement.
• Against brand benchmarks, the campaign delivered 1.11× LTR uplift,  1.01× reach uplift, and 0.60× CTR shift, indicating deeper long-term impact compared to click-driven responses.
• YouTube Music companion metrics added significant volume to total completes, validating the multi-format strategy.

 

Audience Demographics & Segmentation

The campaign reached women aged 20–40, centered on mothers using mainstream audio platforms.
Companion banners supported discovery moments for listeners who tend to research products after exposure, complementing passive audio listening.

 

Daypart / Timing Insights

Weekends and late-month days delivered slightly stronger LTR, suggesting that family routines and downtime encouraged full listens.
Short-term delivery spikes did not reduce LTR, implying high creative relevance. Smoother pacing helped stabilize CTR.

 

Device Type Breakdown & Reach Strategy

• Mobile Android
  Dominated delivery with ~87.74% share of total impressions.
  Primary driver of LTR and CTR uplift across the campaign.
• Mobile iOS
  Accounted for ~10.92% share, representing the second-largest contributor.
  Played a key role in complementing Android reach, especially among premium users.
• Tablet (Android)
  Very minimal share (~0.6%)
  Likely contributed to incidental or passive listening sessions.
• Desktop (Other)
  Represented ~0.42% of impressions.
  Minimal engagement; not a core device for audio-based interaction.
• Smart Home Devices / Smart Watches
  Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.
• Tablet (iPad)
  Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.

 

Insight: The campaign’s engagement metrics, like LTR and CTR were primarily driven by mobile-first consumption, validating Paytunes’ strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.

 

Mamy Poko Pants Ad Execution

 

 

Geographic / Regional Performance

 

City-Wise LTR Segmentation

 

 

These cities recorded some of the highest LTRs in the campaign, each delivering retention well above the 80% benchmark. The results highlight markets where the creative connected strongly and listeners stayed through the full audio message.

Surat

1.20× uplift
Strongest performance among all cities, indicating highly attentive listeners.

New Delhi

1.18× uplift
Consistently high retention driven by stable delivery patterns.

Kolkata

1.19× uplift
High completion behavior suggesting strong creative relevance.

Hyderabad

1.17× uplift
Steady retention across dayparts with minimal fluctuation.

Mumbai

1.16× uplift
Solid performance with uplift well above the benchmark.

 

Key Learnings & Takeaways

• LTR was the strongest metric, supporting brand recall for diaper-category communication.
• CTR depended heavily on banner context; well-timed impressions improved click consistency without hurting LTR.
• Using multiple platforms reduced delivery swings and kept completion rates stable across audience types.

 

Challenges & Resolutions

 

Challenge

Delivery fluctuated on a few days, causing brief dips in CTR and completion stability.

Solution

Pacing was adjusted quickly through daily monitoring, restoring consistent delivery and stabilizing both LTR and CTR performance.

 

Recommendations for Future Campaigns

• Add standardized headers, geo fields, and daypart tags to identify the best-performing hours for LTR-to-CTR balance.
• Maintain the multi-platform approach but reserve more inventory for contexts linked to high completion behavior.
• Test creative variations for banner-led CTR while continuing the current audio script for LTR strength.
• Use pacing controls to avoid large single-day surges that may affect CTR consistency.

 

Audio Attention in the Real Attention Economy

In today’s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds—shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact.

 

The Problem: Fleeting Attention on Most Digital Platforms

• Banner and display ads on websites usually keep user focus for only 1.6–2.6 seconds before they are ignored or scrolled past.
• Short-form video ads and reels hold attention for about 7–9 seconds on average before users swipe away or skip.
• This fleeting engagement translates to lower brand recall and minimal action.

 

The Unique Edge of In-Stream Digital Audio

• In the Mamy Poko campaign, only 30-second in-stream digital audio ads (accompanied by clickable companion banners) were deployed—no other audio or video formats were part of the strategy. 
• Here’s why it matters:
  The campaign achieved a  Listen-Through Rates (LTR) of approximately 1.11x higher than industry norms.
•  This result means a substantial share of the audience listened all the way through—far higher than what visual formats deliver in the same time frame.

 

Attention Economy Benchmarks (per 100 exposures):

Platform/Format	Avg. Attention (seconds)	Completion Rate (per 100)	Audio Attention Uplift
Banner/Display Ads	2–3	12–18	4–8x lower than audio
Short Video (Reels)	5–9	18–25	3–4x lower
Full Video (In-Stream)	7–10	15–25	3–5x lower
Audio (30s spot)	≥25	70–95	1.11x  higher

 

• Banner ads are rarely noticed long enough to reinforce a message, leading to weak recall.
• Short-form video and reels offer a slightly longer window but are quickly dismissed with a swipe.
• 30-second digital audio ads command undistracted, multitasking-friendly attention, leading to 70-95 more completion events per 100 impressions than most display or short video placements.

 

Conclusion

The Mamy Poko Pants × Paytunes campaign delivered steady reach, a strong 1.11× LTR uplift, and controlled 0.60× CTR movement, proving that mobile-first digital audio can drive meaningful recall while companion banners support intent-driven actions. The results reinforce audio’s growing role in sustained attention and memory-building for family-focused brands.If you’d like to build an audio strategy that delivers higher LTR, better pacing control, and stronger multi-format impact, connect with the Paytunes team for a customized plan and a quick demo on how to optimize attention for your next campaign.

 

Also Read – Case Study: Nilkamal × Paytunes Digital Audio Campaign