{"id":1221,"date":"2025-07-22T20:30:07","date_gmt":"2025-07-22T15:00:07","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1221"},"modified":"2026-04-06T04:16:09","modified_gmt":"2026-04-05T22:46:09","slug":"case-study-gemini-edibles-digital-audio-strategy-that-achieved-3x-engagement-and-boosted-ltr-ctr-in-south-india","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/case-study-gemini-edibles-digital-audio-strategy-that-achieved-3x-engagement-and-boosted-ltr-ctr-in-south-india\/","title":{"rendered":"Case Study: Gemini Edibles Digital Audio Strategy That Achieved 3x Engagement and Boosted LTR &#038; CTR in South India"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-1222 size-full\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/4.png\" alt=\"Gemini Edibles Digital Audio Strategy\" width=\"1312\" height=\"736\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/4.png 1312w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/4-300x168.png 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/4-1024x574.png 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/4-768x431.png 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/4-150x84.png 150w\" sizes=\"(max-width: 1312px) 100vw, 1312px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Campaign Overview \/ Background<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">As part of the Gemini Edibles Digital Audio Strategy, a 20-day audio-first campaign was launched for Freedom Rice Bran Oil to strengthen brand equity across South India\u2019s metro and tier-1 cities. Partnering with Rabbit Digital and leveraging premium platforms such as PayTunes, the campaign combined impactful audio creatives with companion banners to engage a health-conscious, mature audience effectively.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Objectives<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Drive higher brand visibility and uplift in urban geographies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Maximize listen-through (LTR) and click-through (CTR) engagement via premium digital audio channels.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generate insightful demographic and regional performance analytics.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>Strategy &amp; Execution<\/b><\/h3>\n<p><b>Platform Diversification:<\/b><span style=\"font-weight: 400;\"> Channels like Wynk, JioSaavn, YouTube Music, and PayTunes were activated to ensure extended reach with minimal audience duplication.<\/span><\/p>\n<p><b>Creative Mix:<\/b><span style=\"font-weight: 400;\"> Crisp, locally adapted 30-second audio spots were paired with static banners to reinforce messaging consistency across touchpoints.<\/span><\/p>\n<p><b>Regional Allocation:<\/b><span style=\"font-weight: 400;\"> Hyderabad, Visakhapatnam, and Vijayawada were prioritized, with budgets tuned to historical brand affinity and delivery potential.<\/span><\/p>\n<p><b>Responsive Tracking:<\/b><span style=\"font-weight: 400;\"> Daily and regional-level monitoring, as shown in Excel logs, facilitated tactical in-flight adjustments, optimizing outcomes without additional cost.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Key Results &amp; Outcomes<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"wp-image-1223 size-large aligncenter\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/1-4-1024x576.png\" alt=\"Key Results Gemini Edibles Digital Audio Strategy\" width=\"640\" height=\"360\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/1-4-1024x576.png 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/1-4-300x169.png 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/1-4-768x432.png 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/1-4-150x84.png 150w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2025\/07\/1-4.png 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><b>Extended <\/b><b>Reach<\/b><b>: <\/b><span style=\"font-weight: 400;\">The campaign surpassed initial benchmarks by over <\/span><span style=\"font-weight: 400;\">1.5x<\/span><span style=\"font-weight: 400;\">, especially in Hyderabad, underscoring effective platform and geography mix.<\/span><\/p>\n<p><b>Peak Engagement Performance:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">LTR and <\/span><span style=\"font-weight: 400;\">CTR<\/span><span style=\"font-weight: 400;\"> uplifts peaked at up to <\/span><span style=\"font-weight: 400;\">3x<\/span><span style=\"font-weight: 400;\"> over baseline on certain high-performing days and platforms.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">PayTunes in particular showed over <\/span><span style=\"font-weight: 400;\">1.4x<\/span> <span style=\"font-weight: 400;\">LTR<\/span><span style=\"font-weight: 400;\"> uplift during peak delivery windows, affirming its fit for audio-led brand narratives.<\/span><\/li>\n<\/ul>\n<p><b>Efficient Spend:<\/b><span style=\"font-weight: 400;\"> Frequency caps, city-specific targeting, and pacing control contributed to a noticeable improvement in cost-efficiency compared to prior activations.<\/span><\/p>\n<p><b>Note<\/b><span style=\"font-weight: 400;\">: For PayTunes, LTR, CTR and Reach % served as primary engagement proxies; peak LTR uplift values here represent top observed daily performance, not an average across the campaign.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Audience Demographics &amp; Segmentation<\/b><\/p>\n<p><b>Male 45+ Audiences: <\/b><span style=\"font-weight: 400;\">Demonstrated up to 2x LTR uplift on peak days\u2014this engagement was notable but concentrated in metro cities, especially Hyderabad and select tier-2 zones.<\/span><\/p>\n<p><b>Females 35\u201344:<\/b><span style=\"font-weight: 400;\"> Saw moderate uplift (~1.2x) in engagement, with strongest resonance in secondary cities like Visakhapatnam and Vijayawada. Still under-indexed overall.<\/span><\/p>\n<p><b>Younger Cohorts:<\/b><span style=\"font-weight: 400;\"> Engagement from under-35 audiences lagged across both genders, even after creative tweaks\u2014indicating a clear opportunity for differentiated messaging and refined media placement in future phases.<\/span><\/p>\n<p><b>Daypart\/Timing Insights<\/b><\/p>\n<p><b>Weekday Superiority:<\/b><span style=\"font-weight: 400;\"> Midweek (especially Tues\u2013Thurs) saw peak LTR and CTR uplifts of ~1.3x compared to off-peak days.<\/span><\/p>\n<p><b>Weekend Drop-offs: <\/b><span style=\"font-weight: 400;\">Saturdays and Sundays consistently trailed, with engagement dipping as listener routines shifted. Reallocation to weekdays delivered higher returns.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Geographic\/<\/b><b>Regional Performance<\/b><\/p>\n<p><b>Hyderabad<\/b><b>: <\/b><span style=\"font-weight: 400;\">Led in total impressions and engagement, with peak daily LTR uplift reaching <\/span><span style=\"font-weight: 400;\">1.7x<\/span><span style=\"font-weight: 400;\"> above the campaign norm. This outperformance was especially prominent in male 45+ audiences.<\/span><\/p>\n<p><b>Visakhapatnam &amp; Vijayawada<\/b><b>:<\/b><span style=\"font-weight: 400;\"> Both exceeded legacy benchmarks. Vijayawada, in particular, delivered stronger than expected CTR performance, with LTR uplift peaking around <\/span><span style=\"font-weight: 400;\">1.4x<\/span><span style=\"font-weight: 400;\">. Gains were concentrated among working-age male segments.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Key Learnings &amp; Takeaways<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audio-first campaigns are well suited for health-focused FMCG categories\u2014especially when combined with tailored regional messaging.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audience segmentation and geo-specific allocation enabled focused cost optimization and sharper delivery results.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Real-time data-led pivoting\u2014by city, platform, and creative\u2014was key to extracting performance lift during the campaign window.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Monitoring LTR and frequency caps delivered both brand safety and attention optimization.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>Device-Type Insights<\/b><\/p>\n<p><b>Mobile-first audience confirmed:<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> Over 98% of impressions came from mobile devices\u2014primarily Android (87.74%) and iOS (10.92%).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Minimal desktop or tablet reach:<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\"> Less than 1% of engagement came from desktops, tablets, or smart devices\u2014reaffirming the mobile-centric nature of the campaign.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Optimized creative fit:<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\"> The strong LTR and CTR uplifts observed align with high mobile exposure, confirming that the audio + banner formats were well-optimized for mobile-first delivery.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>Challenges &amp; How They Were Addressed<\/b><\/h4>\n<p><b>Inconsistent Data Structures: <\/b><span style=\"font-weight: 400;\">Multiple source types (Excel + Sheets) made early analysis complex. Streamlining naming conventions and QA checks ensured consistency in insights.<\/span><\/p>\n<p><b>Engagement Gaps in Key Segments:<\/b><span style=\"font-weight: 400;\"> Performance gaps in female and younger audience segments prompted on-the-fly creative and placement tweaks. While partial recovery occurred, these remain priority areas for improvement.<\/span><\/p>\n<p><b>Recommendations for Future Campaigns<\/b><\/p>\n<p><b>Deeper Demographic Targeting:<\/b><span style=\"font-weight: 400;\"> Invest in more custom creative variants and alternate media environments for female and Gen-Z cohorts.<\/span><\/p>\n<p><b>Automation in Reporting:<\/b><span style=\"font-weight: 400;\"> Create standardized dashboards to streamline data extraction across platforms and publishers.<\/span><\/p>\n<p><b>Continuous Daypart Testing: <\/b><span style=\"font-weight: 400;\">A\/B test weekday segments further\u2014especially morning and early evening windows.<\/span><\/p>\n<p><b>Broaden Publisher Mix<\/b><span style=\"font-weight: 400;\">: Explore additional audio-native platforms and voice-enabled channels to deepen LTR potential.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Also Read Another Case Study &#8211; <\/span><a href=\"https:\/\/www.paytunes.in\/blog\/hero-motocorp-audio-campaign-drives-1-45x-ltr-uplift-with-paytunes\/\"><span style=\"font-weight: 400;\">Hero MotoCorp Audio Campaign<\/span><\/a><\/p>\n<h3><\/h3>\n<h3><b>Audio Attention in the Real Attention Economy<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In today\u2019s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has dropped to around 8 seconds\u2014shorter than ever before. For brands, it\u2019s no longer enough to simply grab attention\u2014they must hold it long enough to drive meaningful impact.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>The Problem: Fleeting Attention on Most Digital Platforms<\/b><\/h4>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Banner and display ads typically retain user attention for only 1.6\u20132.6 seconds before users scroll away or disengage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Short-form videos and reels average just 7\u20139 seconds of viewer focus before being skipped or swiped.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This fleeting interaction leads to lower recall, shallow engagement, and minimal follow-through on brand messaging.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>The Unique Edge of In-Stream Digital Audio<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">In the Gemini Edibles campaign, only 30-second in-stream digital audio ads were used\u2014paired with clickable companion banners. No video or alternative audio formats were included, ensuring a pure-play audio-first experience.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s why that mattered:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The campaign achieved Listen-Through Rate (LTR) peaks of 1.3x\u20131.7x compared to industry benchmarks, especially during optimized weekday slots.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">On platforms like PayTunes, peak LTR uplift reached over 1.4x, with strong retention across mature health-conscious segments (particularly males 45+).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This shows that a significant portion of the audience listened through the full ad duration, outperforming typical visual formats in sustained engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In a landscape defined by scrolling and skipping, audio creates space for uninterrupted storytelling\u2014a key ingredient in building brand memory and long-term affinity.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Gemini Edibles Ad Execution \u2013<\/h3>\n<p><iframe title=\"Gemini Edibles - Rice Bran Oil\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/drloV0_7ZJ8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Platform\/Format<\/b><\/td>\n<td><b>Avg. Attention (seconds)<\/b><\/td>\n<td><b>Completion Rate (per 100)<\/b><\/td>\n<td><b>Audio Attention Uplift<\/b><\/td>\n<\/tr>\n<tr>\n<td><b>Banner\/Display Ads<\/b><\/td>\n<td><span style=\"font-weight: 400;\">2\u20133<\/span><\/td>\n<td><span style=\"font-weight: 400;\">12\u201318<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4\u20138x lower than audio<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Short Video (Reels)<\/b><\/td>\n<td><span style=\"font-weight: 400;\">5\u20139<\/span><\/td>\n<td><span style=\"font-weight: 400;\">18\u201325<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3\u20134x lower<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Full Video (In-Stream)<\/b><\/td>\n<td><span style=\"font-weight: 400;\">7\u201310<\/span><\/td>\n<td><span style=\"font-weight: 400;\">15\u201325<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3\u20135x lower<\/span><\/td>\n<\/tr>\n<tr>\n<td><b>Audio (30s spot \u2013 Gemini Edibles)<\/b><\/td>\n<td><b>\u226524<\/b><\/td>\n<td><b>Estimated 85\u201395 (peak days\/platforms)<\/b><\/td>\n<td><b>3\u20136x higher vs. traditional formats<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Banner ads are rarely noticed long enough to reinforce a message, leading to weak recall.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short-form video and reels offer a slightly longer window but are quickly dismissed with a swipe.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">30-second digital audio ads commanded focused, multitasking-friendly attention\u2014achieving an estimated 85\u201395 completions per 100 impressions on peak days, resulting in 3\u20136x more completion events than most display or short video placements.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>Let PayTunes Amplify Your Brand\u2019s Impact<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Whether you&#8217;re in FMCG, retail, or consumer tech, PayTunes helps you turn audio moments into measurable engagement. Deliver high-impact audio campaigns that captivate, convert, and drive loyalty.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>Start your journey with <\/b><a href=\"https:\/\/www.paytunes.in\/\"><b>PayTunes<\/b><\/a><b> today.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Campaign Overview \/ Background As part of the Gemini [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":1222,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204,343,404],"tags":[286,10],"ppma_author":[321],"class_list":["post-1221","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-digital-audio-case-studies","category-fmcg-digital-audio-case-studies","tag-gemini-edibles-digital-audio-strategy","tag-paytunes","author-user"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Case Study: Gemini Edibles Digital Audio Strategy That Achieved 3x Engagement and Boosted LTR &amp; 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