{"id":1464,"date":"2025-12-08T13:33:56","date_gmt":"2025-12-08T08:03:56","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1464"},"modified":"2026-04-06T03:51:46","modified_gmt":"2026-04-05T22:21:46","slug":"kfc-audio-marketing-case-study-with-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/kfc-audio-marketing-case-study-with-paytunes\/","title":{"rendered":"KFC Audio Marketing Case Study With Paytunes"},"content":{"rendered":"

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

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

Campaign overview\/background<\/span><\/h2>\n

KFC, one of the world\u2019s most iconic quick-service restaurant brands, partnered with Paytunes in October 2024 to execute a 20-day audio-first campaign aimed at boosting festive-season visibility in Kolkata. The initiative used 25\u201330 second in-stream audio ads paired with companion banners across top streaming platforms and curated gaming environments, ensuring strong reach and high-quality mobile-first engagement. Built around Paytunes\u2019 core KPIs\u2014 LTR, CTR and reach, the campaign focused on delivering consistent listening experiences, maintaining controlled frequency, and encouraging action in high-attention moments.<\/span><\/p>\n

 <\/p>\n

Objectives<\/span><\/h3>\n

 <\/p>\n

1. Strengthen LTR and Brand Recall<\/b><\/h4>\n

Reach 18\u201344 audiences across Kolkata and maintain high LTR as a key indicator of attention and message retention.<\/span><\/p>\n

2. Improve CTR Efficiency<\/b><\/h4>\n

Identify publishers and dayparts where the combination of audio plus companion banners generated the highest likelihood of user action, without increasing frequency unnecessarily.<\/span><\/p>\n

 <\/p>\n

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

 <\/p>\n

Channel Mix<\/b><\/h3>\n

The campaign ran across a wide selection of high-attention environments, including:<\/span><\/p>\n

    \n
  • Wynk<\/b><\/li>\n
  • JioSaavn<\/b><\/li>\n
  • Pocket FM<\/b><\/li>\n
  • Zeno<\/b><\/li>\n
  • Additional Paytunes DSP-integrated apps<\/span><\/li>\n
  • Select gaming titles to capture action-ready user segments<\/span><\/li>\n<\/ul>\n

     <\/p>\n

    Creative Setup<\/b><\/h3>\n

    A single, unified audio asset was used, accompanied by a companion banner optimized for mobile moments. Frequency controls ensured the message stayed impactful without causing fatigue.<\/span><\/p>\n

     <\/p>\n

    Key results & outcomes<\/span><\/h3>\n

     <\/p>\n

    \"Key<\/p>\n

     <\/p>\n

    Listen-Through Rate (LTR)<\/b><\/p>\n

      \n
    • 1.15\u00d7 uplift<\/b>
      \n<\/b> The campaign delivered stable, high-quality listening across the entire duration. Reach goals were slightly over-delivered, ensuring minimal waste and improved unique exposure volumes.<\/span><\/li>\n<\/ul>\n

      Click-Through Rate (CTR)<\/b><\/p>\n

        \n
      • 3.03\u00d7 uplift<\/b>
        \n<\/b> CTR performance improved significantly on strong publisher days, driven especially by gaming inventory and high-attention music platforms.<\/span><\/li>\n<\/ul>\n

        Reach<\/b><\/p>\n

          \n
        • Overall reach matched the planned scale at 1.00\u00d7, delivering with minimal waste and generating a measurable uplift in total unique exposures compared to the initial projections.<\/span><\/li>\n<\/ul>\n

           <\/p>\n

          Device Type Breakdown & Reach Strategy<\/h3>\n
            \n
          • Mobile Android<\/b>
            \nDominated delivery with ~87.94% share of total impressions.
            \nPrimary driver of LTR and CTR uplift across the campaign.<\/li>\n
          • Mobile iOS<\/b>
            \nAccounted for ~10.92% share, representing the second-largest contributor.
            \nPlayed a key role in complementing Android reach, especially among premium users.<\/li>\n
          • Tablet (Android)<\/b>
            \nVery minimal share (~0.6%)
            \nLikely contributed to incidental or passive listening sessions.<\/li>\n
          • Desktop (Other)<\/b>
            \nRepresented ~0.42% of impressions.
            \nMinimal engagement; not a core device for audio-based interaction.<\/li>\n
          • Smart Home Devices \/ Smart Watches<\/b>
            \nCombined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/li>\n
          • Tablet (iPad)<\/b>
            \nLowest delivery at ~0.14%, indicating limited usage among the campaign\u2019s target demographic.<\/li>\n<\/ul>\n

             <\/p>\n

            Insight:\u00a0<\/b>The campaign\u2019s 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.<\/p>\n

             <\/p>\n

            KFC Ad Execution<\/h3>\n

             <\/p>\n