{"id":1506,"date":"2025-12-19T19:02:05","date_gmt":"2025-12-19T13:32:05","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1506"},"modified":"2026-04-06T03:47:34","modified_gmt":"2026-04-05T22:17:34","slug":"shell-audio-campaign-case-study-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/shell-audio-campaign-case-study-paytunes\/","title":{"rendered":"Shell Audio Campaign Case Study | Paytunes"},"content":{"rendered":"

Shell \u00d7 Paytunes Audio Campaign Case Study: Driving High LTR Across India<\/span><\/h1>\n

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\"Shell<\/p>\n

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

In an increasingly distracted digital world, Shell aimed to reinforce its brand relevance among India\u2019s growing base of automotive enthusiasts. Recognised globally for its innovation in fuels and lubricants, Shell partnered with Paytunes for a focused four-week digital audio campaign in August 2024. The initiative leveraged leading platforms such as JioSaavn, Wynk, and Pocket FM to reach a wide yet highly relevant listener base through short, impactful audio messages supported by companion banners. By combining strong audience intelligence with a mobile-first delivery strategy, the campaign successfully positioned Shell within everyday listening moments and strengthened its visibility among engaged, on-the-move consumers across the country.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Strengthen brand recall and affinity among automotive audiences.<\/span><\/li>\n
  • Achieve strong LTR by ensuring the audio creatives held listener attention until completion.<\/span><\/li>\n
  • Maximize campaign reach and encourage measurable consumer actions through CTR.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
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    • Platform Diversification:<\/b> Ads were placed across JioSaavn, Wynk, and Pocket FM to ensure depth and breadth of delivery.<\/span><\/li>\n
    • Audience Targeting:<\/b> Focus on 18\u201344-year-old male automotive enthusiasts, vehicle owners, and premium consumer segments.<\/span><\/li>\n
    • Creative Approach:<\/b> A mix of Hindi and English audio assets were deployed to maintain clarity, attention, and completion.<\/span><\/li>\n
    • Measurement & Optimization:<\/b> A live dashboard allowed daily tracking and timely adjustments to delivery and performance patterns.<\/span><\/li>\n<\/ul>\n

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

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      \"Shell<\/p>\n

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      • LTR:<\/b> Delivered a strong uplift of <\/span>1.21\u00d7<\/b>, showcasing high message retention.<\/span><\/li>\n
      • CTR:<\/b> Reached <\/span>0.80\u00d7<\/b> of the benchmark, indicating a need for enhanced CTA and banner iterations.<\/span><\/li>\n
      • Reach:<\/b> Maintained a <\/span>1.0\u00d7<\/b> uplift, ensuring steady penetration across key markets.<\/span><\/li>\n
      • Consistency:<\/b> Stable daily delivery with noticeable spikes in engagement during specific time windows.<\/span><\/li>\n<\/ul>\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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          Shell\u00a0Ad Execution-<\/h3>\n

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