Case Study: How Amazon Pay & PayTunes Amplified Digital Wallet Engagement Across India

Overview

In June 2024, Amazon Pay partnered with PayTunes to launch a multi-city digital audio campaign, aiming to boost digital wallet awareness and user engagement across India’s leading metros. By leveraging targeted audio ads and companion banners, the campaign set new standards for fintech marketing in the digital audio space.

Objectives

• Increase Amazon Pay’s brand recall among urban adults (18+)
• Drive trial and repeat usage of Amazon Pay for daily digital transactions
• Achieve high engagement across diverse demographics in key Indian cities

Strategy

• Multi-Platform Audio: Audio ads with companion banners ran on Wynk, Saavn, and YouTube Music.
• Geo-Targeted Messaging: Customized messaging for Delhi NCR, Mumbai, Bengaluru, Pune, Kolkata, Ahmedabad, Chennai, and Telangana.
• Optimized Frequency: Managed ad exposure to maximize recall and minimize fatigue.
• Data-Driven Creative: Compelling audio and banners designed for high engagement, tailored to local behaviors.

Results at a Glance

• Listen-Through Rates: Up to 1.2x higher than typical digital audio campaigns.
• Click Engagement: CTRs 1.2x to 1.5x higher, with some platforms and days reaching up to 2x the usual engagement.
• Audience Reach: In select cities, the campaign reached up to 2x the audience of comparable efforts.
• Demographic Resonance: Engagement among core working-age adults (25–34) was nearly 2x higher than standard benchmarks.
• Mobile Dominance: Engagement via mobile platforms was 2x higher than desktop.

Audience Demographics

• Young Adults (18–24): Engagement up to 1.5x higher than typical digital wallet campaigns, especially in metros and Tier II/III cities.
• Core Working Age (25–34): The campaign’s sweet spot, with engagement rates nearly 2x higher than standard digital payment campaigns.
• Mature Users (35–44): Engagement 1.2x above previous efforts, showing mainstream adoption.
• Female Engagement: Female user engagement was 1.2x higher than past campaigns, reflecting growing trust among women.
• Urban & Emerging Markets: In Tier II and III cities, younger user engagement was 1.5x higher than previous digital wallet promotions.

Day-of-the-Week Performance Insights

• Weekend Surge: Saturdays delivered engagement rates up to 2x higher than midweek averages, making weekends the top-performing period in most metros.
• City-Specific Peaks: In Chennai, Mondays saw engagement rates 1.5x higher than the rest of the week, highlighting unique local habits.
• Consistent Uplift: Mondays and Saturdays consistently outperformed other days, with engagement 1.2x to 2x above baseline.
• Strategic Takeaway: Aligning ad delivery with these high-performing days resulted in up to 2x the engagement compared to evenly spread campaigns.

Key Insights

• Audio is Actionable: Digital audio drove up to 2x the engagement of comparable campaigns, proving its value for fintech brands.
• Smart Frequency Wins: Cities like Pune see saw engagement soar to 1.5x previous levels with optimized ad frequency.
• Local Habits Matter: Tailored messaging and timing (e.g., Chennai’s Monday peak) delivered up to 1.2x higher results.
• Audio + Banner Synergy: Companion banners consistently lifted engagement by 1.2x compared to audio alone.

Why This Matters for Your Brand

Audio advertising with PayTunes delivers up to 2x more effective results than traditional digital campaigns. By aligning creative, targeting, and timing with real audience behavior, brands can achieve measurable, scalable growth.

Ready to Amplify Your Brand?

Contact PayTunes to discover how smart audio campaigns can unlock your next wave of digital growth.