Wynk Music – Driving Incremental Subscriptions with Paytm Ads

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Media Brief & Opportunity

Groove to your favourite tunes with India’s #1 music app, Wynk! Having 100+ million app installs, 30+ million songs and 1.5+ billion monthly song plays, Wynk is sure to be the one-stop-shop for all your music needs. 

With increased traffic during the 21-day Navratri festive period, Wynk Music had an opportunity ahead of it to drive incremental subscriptions. Paytm, holding the trust of top entertainment brands in the industry as a part of their media mix, made sure they topped the list for Wynk’s choice of media partners. 

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Objective

Wynk Music partnered with Paytm Ads during the festive season to drive traffic and conversions on its app. The campaign’s objective was to build reach & awareness for Wynk’s Navratri Live Music and drive maximum subscriptions for their monthly pack, priced at Rs. 29 after a 70% discount.

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Strategy & Execution

This was a display asset campaign and was visible on various Paytm assets including the newly launched, live cricket scoreboard. Paytm’s Live Scorecard Property helped Wynk reach out to cricket fans during the IPL season. 

The Live Scoreboard helped achieve high engagement rates with a CTR of 5.5%+, with the maximum engagement being from users between 18-25 years residing in the top 10 cities. Paytm Ads’ innovative approach to show the Wynk Ad on the IPL property was coupled with a Paytm cashback of up to 100% to drive subscription sales. 

Receiving an exceptional performance from their first campaign on Paytm, Wynk Music decided to take their partnership with Paytm Ads forward. The music brand decided to advertise on Paytm again & this time it was for all their subscriptions! They promoted their monthly, quarterly and yearly packs priced at Rs.29, Rs.89 and Rs.299 respectively, with a Paytm cashback of up to 100%.  

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Targeting

The campaign targeted the following audiences-

  • Bollywood movie lovers
  • Existing Airtel Users (Airtel carriers users as well as Airtel rechargers on Paytm)
  • Users who have subscribed to a music app using Paytm payment gateway in the past 
  • Users who have booked events and music tickets on Paytm

Creating a new benchmark for the music industry, the campaign was a success with sharp targeting & strong incentives such as cashbacks!

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