{"id":1454,"date":"2025-11-24T23:10:48","date_gmt":"2025-11-24T17:40:48","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1454"},"modified":"2026-04-06T03:54:02","modified_gmt":"2026-04-05T22:24:02","slug":"alukka-gold-x-paytunes-high-performance-audio-campaign-case-study","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/alukka-gold-x-paytunes-high-performance-audio-campaign-case-study\/","title":{"rendered":"Alukka Gold \u00d7 Paytunes: High-Performance Audio Campaign Case Study"},"content":{"rendered":"

Alukka Gold \u00d7 Paytunes: Audio Campaign Case Study<\/span><\/h1>\n

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\"Alukka<\/p>\n

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

In October 2024, Alukka Gold Palace, a renowned jewellery destination in Delhi rooted in decades of craftsmanship and trust, partnered with Paytunes to launch a targeted audio campaign across premium music and spoken-word platforms. The objective was to strengthen upper-funnel visibility and drive qualified site visits within priority Delhi pin codes over a focused 9-day period.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
    \n
  • Maintain a strong Listen-Through Rate (LTR) while broadening reach in key pin codes.<\/span><\/li>\n
  • Increase qualified site traffic through audio-led CTR performance.<\/span><\/li>\n
  • Validate the platform mix and daypart strategy for seasonal jewellery discovery.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
      \n
    • Activated a multi-platform plan across Wynk, JioSaavn, Pocket FM, YouTube Music, YouTube Audio Ads, and 850+ long-tail applications to balance premium reach with cost efficiency.<\/span><\/li>\n
    • Deployed 30-second audio spots with clickable companion banners to capture intent without compromising completion rates.<\/span><\/li>\n
    • Used geo-focused pin-code clustering across high-priority Delhi neighbourhoods, with pacing refined as CTR began to trend upward.<\/span><\/li>\n
    • Calibrated frequency around the planned average to prevent fatigue while continuing to add new listeners.<\/span><\/li>\n<\/ul>\n

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

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      \"Key<\/p>\n

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        \n
      • LTR stabilised at approximately <\/span>0.82x<\/b> of expected norms, showing consistent completion even as scale increased in certain periods.<\/span><\/li>\n
      • CTR delivered a significant uplift of about <\/span>3.53x<\/b> compared to previous benchmarks, reflecting strong creative-to-audience resonance.<\/span><\/li>\n
      • Reach achieved roughly <\/span>0.84x<\/b> of the planned benchmark, with delivery concentrated across the intended pin codes.<\/span><\/li>\n<\/ul>\n

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        Audience Demographics & Segmentation<\/span><\/h3>\n
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        • Pin-code clusters aligned with dense, high-intent neighbourhoods, enabling efficient repetition of the message within core jewellery-buying audiences.<\/span><\/li>\n
        • A diverse platform mix combined music streamers with long-form spoken-word listeners, expanding exposure across varied content preferences.<\/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

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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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            Alukka Gold Ad Execution<\/h3>\n

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