{"id":1445,"date":"2025-11-18T22:59:19","date_gmt":"2025-11-18T17:29:19","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1445"},"modified":"2026-04-06T03:55:21","modified_gmt":"2026-04-05T22:25:21","slug":"case-study-how-mamy-poko-pants-used-digital-audio-to-lift-ltr-reach-with-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/case-study-how-mamy-poko-pants-used-digital-audio-to-lift-ltr-reach-with-paytunes\/","title":{"rendered":"Case Study: How Mamy Poko Pants Used Digital Audio to Lift LTR & Reach with Paytunes"},"content":{"rendered":"

Mamy Poko Pants \u00d7 Paytunes: Festive Audio Campaign Case Study<\/span><\/h1>\n

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\"Mamy<\/p>\n

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

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\u201340 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).<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Build quality reach among mothers with steady exposure to improve brand recall.<\/span><\/li>\n
  • Drive efficient CTR through companion banners while keeping LTR strong.<\/span><\/li>\n
  • Maintain consistent delivery patterns to stabilize completions across platforms.<\/span><\/li>\n<\/ul>\n

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

    Platforms:<\/b> 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.<\/span><\/p>\n

    Targeting:<\/b> Women 20\u201340, with contextual alignment to music environments. Audio durations extended up to 30 seconds.<\/span><\/p>\n

    Pacing Approach:<\/b> 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.<\/span><\/p>\n

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

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    \"City-wise<\/p>\n

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    • LTR, CTR, and Reach moved in the expected direction versus plan, with LTR showing the strongest and most stable improvement.<\/span><\/li>\n
    • Against brand benchmarks, the campaign delivered <\/span>1.11\u00d7 LTR uplift, <\/b>\u00a0<\/span>1.01\u00d7 reach uplift<\/b>, and <\/span>0.60\u00d7 CTR shift<\/b>, indicating deeper long-term impact compared to click-driven responses.<\/span><\/li>\n
    • YouTube Music companion metrics added significant volume to total completes, validating the multi-format strategy.<\/span><\/li>\n<\/ul>\n

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

      The campaign reached women aged 20\u201340, centered on mothers using mainstream audio platforms.<\/span>
      \n<\/span> Companion banners supported discovery moments for listeners who tend to research products after exposure, complementing passive audio listening.<\/span><\/p>\n

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      Daypart \/ Timing Insights<\/span><\/h3>\n

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

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      Device Type Breakdown & Reach Strategy<\/span><\/h3>\n
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      • 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

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        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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        Mamy Poko Pants Ad Execution<\/h3>\n

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