{"id":1609,"date":"2026-01-05T19:54:50","date_gmt":"2026-01-05T14:24:50","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1609"},"modified":"2026-04-03T17:15:00","modified_gmt":"2026-04-03T11:45:00","slug":"health-glow-audio-campaign-case-study-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/health-glow-audio-campaign-case-study-paytunes\/","title":{"rendered":"Health & Glow Audio Campaign Case Study | Paytunes"},"content":{"rendered":"

How Health & Glow Drove 1.04\u00d7 CTR with a Digital Audio Campaign | Paytunes<\/span><\/h1>\n

 <\/p>\n

\"Health<\/p>\n

 <\/p>\n

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

Health & Glow is one of India\u2019s most trusted beauty and wellness retailers, offering a wide range of skincare, personal care, and wellness products through its stores and digital platforms. In October, Health & Glow partnered with Paytunes to run a focused 10-day digital audio campaign designed to capture attention in a cluttered media environment. The campaign combined 30-second in-stream audio spots with companion banners across premium audio platforms, targeting urban female audiences on high-value devices. The objective was to strengthen brand visibility, sustain strong listening attention, and encourage traffic to stores.healthandglow.com through contextual, offer-led messaging.<\/span><\/p>\n

 <\/p>\n

Objectives<\/b><\/h2>\n
    \n
  • Strengthen brand visibility among urban, premium device users.<\/span><\/li>\n
  • Drive qualified traffic to stores.healthandglow.com.<\/span><\/li>\n
  • Deliver measurable uplifts with LTR, CTR, while maintaining steady reach.<\/span><\/li>\n
  • Use personalized, location-based offers, with 20% extra off in Bangalore and 10% off in other cities.<\/span><\/li>\n<\/ul>\n

     <\/p>\n

    Strategy & Execution<\/span><\/h3>\n
      \n
    • Deployed up to 30-second in-stream audio commercials across Wynk, YouTube Music, JioSaavn, Pocket FM, and other premium platforms.<\/span><\/li>\n
    • Maintained a controlled frequency cap of 4 with net CPM optimization to balance attention and scale.<\/span><\/li>\n
    • Applied geo-prioritization with higher allocation to Bangalore, supported by differentiated offers.<\/span><\/li>\n
    • Targeted females aged 28\u201335 using premium devices with high purchase intent.<\/span><\/li>\n
    • Integrated clickable companion banners that directed users seamlessly to the landing page.<\/span><\/li>\n<\/ul>\n

       <\/p>\n

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

       <\/p>\n

      \"Key<\/p>\n

       <\/p>\n

        \n
      • Achieved a solid LTR uplift of 1.04\u00d7, indicating strong message completion.<\/span><\/li>\n
      • Delivered an exceptional CTR uplift of 2.33\u00d7, demonstrating high post-listen action.<\/span><\/li>\n
      • Maintained stable reach at 1.00\u00d7 throughout the campaign period.<\/span><\/li>\n<\/ul>\n

         <\/p>\n

        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

           <\/p>\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

           <\/p>\n

          Health & Glow Ad Execution<\/h3>\n

           <\/p>\n