Adda52 Reached 25MM+ Listeners With An Always-On Strategy On JioSaavn
OBJECTIVE: Level Up to Become the Prime Gaming Destination
With the nationwide lockdown putting outdoor plans on hold, consumers were looking for new ways to be entertained at home. Adda52 identified this as the perfect opportunity to offer its hand as the prime destination for gaming and as a stay-at-home entertainment hub.
However, with other gaming destinations gaining popularity, Adda52 needed to level up its strategy to:
- Reach millions of millennials to generate awareness for their brand and,
- Position Adda52 as a prime gaming destination
STRATEGY: An Always-On Strategy that Kept Listeners Hooked
To help Adda52 level up their reach and engagement, we devised a 4-month always-on strategy that spanned multiple touchpoints. From audio experiences to display to content integrations, we curated a strategy that was going all-in for promotions. JioSaavn adopted a 2-pronged approach — the Branded Phase and the Podcast Phase.
Branded Phase:
To get Adda52 marching to the right beat, we recommended that Adda52 begin with our high-engagement Native Audio Spot ad experience that offers listeners multiple touchpoints to engage with the brand.
Next, we featured our high-impact Showcase ad experience which enabled Adda52 to gain complete visibility for 24 hours on top of the JioSaavn homepage. Every time a listener logged onto JioSaavn, Adda52 was there to greet them. We recommended that Adda52 leverage multiple Showcase banners spread over 3 months to maximize the share of voice and visibility during the campaign duration.
We strategically refreshed the brand’s narratives to consistently boost resonance as the top gaming platform to reduce ad fatigue. These narratives and creatives spanned multiple communication cues: celebrity endorsements, free sign-up tokens worth 500, and reinstated the fear of missing out. Through this, listeners were constantly learning more about Adda52.
Podcast Phase:
For years together, Indians looked forward to playing card games with loved ones during Diwali. With social distancing guidelines in place, this was a challenge in 2020.
Adda52 came on board to sponsor the Diwali episode of India’s favorite podcast: Millennial Kavi as a Diwali treat. Millenial Kavi is a podcast rooted in poetry and satire that celebrates India’s growing love for spoken verse. The podcast spoke to Adda52’s core target audience episode after episode. The Diwali-themed episode placed Adda52 in the spotlight and touted Adda52 as the perfect destination for continuing the festive tradition of playing cards together.
This 4-month long association pushed Adda52 to the top of listeners’ minds making them the gaming destination for 2020.
IMPACT: A Hamper of Results
With our custom strategy, Adda52 stood apart and continually engaged with listeners on JioSaavn throughout 4 months! The results had the makings of a winning hand -
The Branded Phase reached 21.6MM+ listeners for a high CTR of 2%. The multiple branded narratives were delivered across 14MM+ audio ads which garnered a 90% Listen-Through Rate. The phase also successfully delivered staggering 273MM+ Display Impressions.
The winning hand was the podcast phase! The Millennial Kavi Association scored a high 90% Episode Completion Rate with over 40K+ Streams! The association reached 3.4MM+ Listeners with 66MM+ Display Impressions and 7.3MM+ Audio Ads Delivered.
Through this Always-On Association, we paired Adda52 with the perfect cards to successfully achieve their objective of awareness and building imagery as the perfect gaming destination.
Want to grow brand love on JioSaavn? Reach out to us at advertising@jiosaavn.com
