{"id":1430,"date":"2025-11-14T13:44:08","date_gmt":"2025-11-14T08:14:08","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1430"},"modified":"2026-04-06T03:57:33","modified_gmt":"2026-04-05T22:27:33","slug":"how-swiss-beauty-drove-high-attention-with-paytunes-audio-ads","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/how-swiss-beauty-drove-high-attention-with-paytunes-audio-ads\/","title":{"rendered":"How Swiss Beauty Drove High Attention with Paytunes\u2019 Audio Ads"},"content":{"rendered":"

Festive Audio Advertising Case Study: Swiss Beauty with Paytunes<\/span><\/h1>\n

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\"Swiss<\/p>\n

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Campaign Overview<\/b><\/h2>\n

Swiss Beauty, one of India\u2019s fastest-growing beauty brands known for high-performance yet accessible makeup, partnered with Paytunes for a 17-day festive-season digital audio campaign in October. The approach used an open-platform buy across premium music and audio apps, combining short-form audio ads with companion display units to maximize recall and drive meaningful user actions.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
    \n
  • Deliver efficient reach among women aged 18\u201334 in priority metros during festive shopping periods. <\/span><\/li>\n
  • Sustain high LTR while improving CTR to ensure message clarity, completion, and recall.<\/span><\/li>\n
  • Validate audio plus companion display as a scalable, brand-safe channel during peak demand windows.<\/span><\/li>\n<\/ul>\n

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

    Inventory & Format:<\/b>
    \n<\/b> Short audio ads (up to 30 seconds) paired with companion banners to boost visual recall and drive site visits alongside audio exposure.<\/span><\/p>\n

    Platform Mix:<\/b>
    \n<\/b> Open-platform distribution across YouTube Music, JioSaavn, Wynk, Pocket FM, Zeno, Jagran Radio, and additional premium audio environments to diversify supply and ensure stable pacing.<\/span><\/p>\n

    Targeting:<\/b>
    \n<\/b> Women 18\u201334 across all devices, with a strong metro focus on Mumbai, Delhi NCR, Kolkata, and Ahmedabad to match core demand centers.<\/span><\/p>\n

    Measurement:<\/b>
    \n<\/b> Daily monitoring of audio deliveries, LTR, CTR, and reach to guide intra-platform optimization.<\/span><\/p>\n

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

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    \"Swiss<\/p>\n

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      \n
    • LTR:<\/b> Achieved a meaningful uplift of <\/span>1.07x<\/b>, maintaining strong completion rates even as scale increased.<\/span><\/li>\n
    • CTR:<\/b> Improved significantly by <\/span>2.67x<\/b> over baseline, reflecting strong message\u2013audience fit and effective platform execution.<\/span><\/li>\n
    • Reach:<\/b> Increased to approximately <\/span>1.00x<\/b> over baseline, aligned with unique user targets and frequency controls.<\/span><\/li>\n<\/ul>\n

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      Audience Demographics & Segmentation<\/span><\/h3>\n
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      • Primary Audience:<\/b> Women aged 18\u201334 across devices consistent with beauty category consumption and mobile-first audio habits.<\/span><\/li>\n
      • The segmentation strategy emphasized broad reach in premium audio spaces, complemented by companion banners that reinforced brand touchpoints during listening sessions.<\/span><\/li>\n<\/ul>\n

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        Device Type Breakdown & Reach Strategy<\/span><\/h3>\n
          \n
        • Mobile Android<\/b>
          \n<\/span>Dominated delivery with ~87.74% share of total impressions.<\/span>
          \n<\/span>Primary driver of LTR and CTR uplift across the campaign.<\/span><\/li>\n
        • Mobile iOS<\/b>
          \n<\/span>Accounted for ~10.92% share, representing the second-largest contributor.<\/span>
          \n<\/span>Played a key role in complementing Android reach, especially among premium users.<\/span><\/li>\n
        • Tablet (Android)<\/b>
          \n<\/span>Very minimal share (~0.6%)<\/span>
          \n<\/span>Likely contributed to incidental or passive listening sessions.<\/span><\/li>\n
        • Desktop (Other)<\/b>
          \n<\/span>Represented ~0.42% of impressions.<\/span>
          \n<\/span>Minimal engagement; not a core device for audio-based interaction.<\/span><\/li>\n
        • Smart Home Devices \/ Smart Watches<\/b>
          \n<\/span>Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/li>\n
        • Tablet (iPad)<\/b>
          \n<\/span>Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.<\/span><\/li>\n<\/ul>\n

          Insight: <\/b>The campaign’s engagement metrics, like LTR and CTR were primarily driven by mobile-first consumption, validating Paytunes\u2019 strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.<\/span><\/p>\n

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          Swiss Beauty Ad Campaign<\/h3>\n

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