{"id":1650,"date":"2026-01-26T13:41:26","date_gmt":"2026-01-26T08:11:26","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1650"},"modified":"2026-01-28T14:10:16","modified_gmt":"2026-01-28T08:40:16","slug":"cetaphil-bhr-cleanser-audio-campaign-case-study-driving-beauty-discovery-with-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/cetaphil-bhr-cleanser-audio-campaign-case-study-driving-beauty-discovery-with-paytunes\/","title":{"rendered":"Cetaphil BHR Cleanser Audio Campaign Case Study: Driving Beauty Discovery with Paytunes"},"content":{"rendered":"

How Cetaphil BHR Cleanser Drove Beauty Discovery and Engagement Through Digital Audio Advertising<\/span><\/h1>\n

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\"Cetaphil<\/p>\n

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Campaign Overview\u00a0<\/span><\/h2>\n


\n<\/b>Cetaphil is a globally trusted skincare brand known for gentle, dermatologist-recommended formulations designed for sensitive skin. In May 2024, Cetaphil partnered with Paytunes to amplify awareness for its BHR Cleanser through a focused 46-day digital audio campaign. The initiative reached beauty-conscious women aged 20\u201335 across premium music streaming environments, combining immersive audio creatives with companion display banners to guide users seamlessly to Nykaa product pages. The campaign used programmatic delivery to ensure relevance, scale, and consistent engagement throughout the entire duration.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Build strong brand awareness for Cetaphil BHR Cleanser among young female beauty enthusiasts.<\/span> <\/li>\n
  • Deliver meaningful reach while encouraging deeper audio engagement and click actions.<\/span> <\/li>\n
  • Evaluate campaign effectiveness using Listen-Through Rate first, followed by Click-Through Rate.<\/span> <\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
      \n
    • Targeted females aged 20\u201335 with a strong interest in beauty and skincare content.<\/span> <\/li>\n
    • Activated premium music platforms including Wynk, JioSaavn, and YouTube Music.<\/span> <\/li>\n
    • Used a CPM buying model to ensure efficient reach across a large audio ecosystem.<\/span> <\/li>\n
    • Paired audio creatives with display banners linked directly to Nykaa landing pages.<\/span> <\/li>\n
    • Optimised delivery daily based on engagement signals and audio performance trends.<\/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
      • Achieved a 1.13\u00d7 uplift in Listen-Through Rate, indicating strong audio attention and message retention.<\/span> <\/li>\n
      • Delivered a 1.3\u00d7 uplift in Click-Through Rate, reflecting improved user responsiveness.<\/span> <\/li>\n
      • Maintained steady reach of 1.00x across the 46-day period with consistent engagement growth.<\/span> <\/li>\n
      • Reinforced the effectiveness of digital audio for skincare discovery in a competitive category.<\/span> <\/li>\n<\/ul>\n

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        Audience Demographics & Segmentation<\/span><\/h3>\n
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        • Primary audience consisted of females aged 20\u201335 with a strong inclination towards beauty content.<\/span> <\/li>\n
        • Engagement was evenly distributed across the 18\u201324 and 25\u201334 age groups.<\/span> <\/li>\n
        • Average Listen-Through Rate remained stable at around 0.89 across audience segments, confirming message relevance.<\/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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            Cetaphil Ad Execution –<\/h3>\n

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