{"id":1233,"date":"2025-07-25T16:52:00","date_gmt":"2025-07-25T11:22:00","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1233"},"modified":"2026-04-06T04:15:19","modified_gmt":"2026-04-05T22:45:19","slug":"case-study-miniklubs-audio-campaign-in-bengaluru","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/case-study-miniklubs-audio-campaign-in-bengaluru\/","title":{"rendered":"Case Study: Miniklub\u2019s Audio Campaign in Bengaluru"},"content":{"rendered":"

\"Case<\/p>\n

 <\/p>\n

Campaign Overview \/ Background<\/span><\/h2>\n

 <\/p>\n

Miniklub\u2019s Audio Campaign<\/b>, launched by the premium kidswear brand in partnership with PayTunes, activated a 21-day audio-first initiative targeting urban mothers in Bengaluru. The goal was to amplify engagement during a key sale window using immersive, high-attention digital audio inventory across leading streaming platforms.<\/span><\/p>\n

As part of this collaboration, PayTunes\u2019 proprietary audio ecosystem\u2014which prioritizes Listen-Through Rate (LTR), Click-Through Rate (CTR), and Reach as primary engagement KPIs\u2014was leveraged to deliver precision-targeted audio experiences.<\/span><\/p>\n

 <\/p>\n

\u00a0Objectives<\/span><\/h3>\n

 <\/p>\n

    \n
  • Drive high-engagement reach among urban women via audio.<\/span><\/li>\n
  • Improve brand recall and store interest during the sale period.<\/span><\/li>\n
  • Utilize PayTunes\u2019 high-LTR inventory to ensure message retention.<\/span><\/li>\n<\/ul>\n

     <\/p>\n

    Strategy & Execution<\/b><\/h3>\n

     <\/p>\n

    Platform Mix:<\/b> Wynk, JioSaavn, PocketFM, Triton, AdsWizz<\/span><\/p>\n

    Media Type:<\/b> 30-sec audio + companion banners<\/span><\/p>\n

    Buy Model<\/b>: CPM with frequency capping<\/span><\/p>\n

    Target Group: <\/b>Female, aged 25\u201340, on premium smartphones<\/span><\/p>\n

    Geo Targeting: <\/b>Bengaluru<\/span><\/p>\n

    Creative Deployment:<\/b> Static audio messaging with a focus on time-optimized delivery (evening slots)<\/span><\/p>\n

     <\/p>\n

    \"Case<\/p>\n

     <\/p>\n

    Key Results & Outcomes<\/b><\/h3>\n

     <\/p>\n

    LTR<\/b>:<\/b> Achieved an average Listen-Through Rate of <\/span>1.43x<\/span> uplift over standard digital audio benchmarks.<\/span><\/p>\n

    CTR<\/b>:<\/b> Delivered up to <\/span>2.4x<\/span> uplift over planned expectations<\/span><\/p>\n

    Reach<\/b>:<\/b> Surpassed internal unique user projections by <\/span>1.4x<\/span>\u2014demonstrating high efficiency in exposure and targeting.<\/span><\/p>\n

     <\/p>\n

    Audience Demographics & Segmentation<\/b><\/h3>\n

     <\/p>\n

    Gender:<\/b> Female (100%)<\/span><\/p>\n

    Age Group:<\/b><\/p>\n

    25\u201334: Drove consistent engagement with up to 2x uplift in LTR.<\/span><\/p>\n

    35\u201340: Slightly higher performance, with LTR and CTR uplift nearing 2.5x\u20133x.<\/span><\/p>\n

     <\/p>\n

    Note:<\/b> Campaign targeting was capped at 25\u201340, while reporting included up to 44 for performance analysis.<\/span><\/p>\n

     <\/p>\n

    Device-Type Insights<\/b><\/p>\n

      \n
    • Mobile-first audience confirmed:<\/b><\/li>\n<\/ul>\n

      Over 98% of impressions came from mobile devices\u2014primarily Android (87.74%) and iOS (10.92%).<\/span><\/p>\n

        \n
      • Minimal desktop\/tablet reach:<\/b><\/li>\n<\/ul>\n

        Less than 1% engagement from desktop, tablet, or smart devices\u2014reaffirming the campaign\u2019s mobile-first impact.<\/span><\/p>\n

          \n
        • Optimized creative fit:<\/b><\/li>\n<\/ul>\n

          Strong LTR and CTR uplifts aligned with high mobile exposure, validating the audio + banner format for mobile-centric delivery.<\/span><\/p>\n

          \u00a0Daypart\/Timing Insights<\/b><\/p>\n

            \n
          • Highest LTR and CTR observed during post-8:30 PM delivery windows.<\/span><\/li>\n
          • Evening audio correlated with 3x+ LTR uplift, indicating high ad completion during leisure time.<\/span><\/li>\n<\/ul>\n

             <\/p>\n

            Geographic Performance<\/b><\/p>\n

             <\/p>\n

              \n
            • Hyperlocal targeting within Bengaluru led to strong market penetration.<\/span><\/li>\n
            • Campaign delivery achieved 1.4x uplift in unique user reach vs. internal projections.<\/span><\/li>\n<\/ul>\n

               <\/p>\n

              Key Learnings & Takeaways<\/b><\/h3>\n

               <\/p>\n

              Audio as a Core Channel: <\/b>Proved effective in driving both attention and action.<\/span><\/p>\n

               <\/p>\n

              Platform Synergy:<\/b> PocketFM and JioSaavn were key drivers of engagement uplift.<\/span><\/p>\n

               <\/p>\n

              Demographic Insight:<\/b> Older millennial moms (35\u201340) responded especially well\u2014offering cues for refined segmentation.<\/span><\/p>\n

               <\/p>\n

              Recommendations for Future Campaigns<\/b><\/h3>\n

               <\/p>\n

              Align Targeting & Reporting<\/b>: Ensure demographic targeting maps directly to analysis buckets.<\/span><\/p>\n

               <\/p>\n

              Leverage High-LTR Time Slots: <\/b>Prioritize evening delivery to boost engagement.<\/span><\/p>\n

               <\/p>\n

              Creative Refresh Mid-Campaign<\/b>: Rotate audio creatives every 7\u201310 days.<\/span><\/p>\n

               <\/p>\n

              Introduce Attribution Mechanisms:<\/b> Use dynamic links or third-party trackers for post-click analysis.<\/span><\/p>\n

               <\/p>\n

              Audio Attention in the Real Attention Economy<\/b><\/h3>\n

               <\/p>\n

              In today\u2019s digital landscape, the battle for user attention is fiercer than ever. The average attention span has dropped to ~8 seconds. Brands must grab\u2014and sustain\u2014attention long enough to make real impact.<\/span><\/p>\n

               <\/p>\n

              \u00a0The Problem: Fleeting Attention on Most Digital Platforms<\/b><\/p>\n

              Banner\/display ads typically command only 1.6\u20132.6 seconds of attention.<\/span><\/p>\n

              Short-form videos and reels hold attention for 7\u20139 seconds before users swipe or skip.<\/span><\/p>\n

              Result: Weak recall and low post-exposure action.<\/span><\/p>\n

               <\/p>\n

              The Unique Edge of In-Stream Digital Audio<\/b><\/h3>\n

              Miniklub\u2019s campaign exclusively used 30-second digital audio ads, served across high-engagement platforms with companion banners\u2014delivered in screen-free, multitasking-friendly environments.<\/span><\/p>\n

               <\/p>\n

              LTR<\/b>: Achieved up to 4x uplift on peak days, translating to 1.43x above industry norms.<\/span><\/p>\n

              CTR:<\/b> Surpassed expectations with a 2.4x uplift, reflecting not just passive listening, but clear action intent.<\/span><\/p>\n

              Audience<\/b>: Urban mothers in the 25\u201340 age group consistently engaged, validating the audio-first approach.<\/span><\/p>\n

               <\/p>\n

              Miniklub\u2019s Audio Campaign Ad Execution –<\/h3>\n

               <\/p>\n