Project Overview:
Amazon Music, one of the world’s leading audio streaming platforms, partnered with us to elevate their brand presence in India. The goal was to execute a high-impact brand campaign across paid channels, building awareness, driving top-of-funnel engagement, and cementing recall among Gen Z and millennial music lovers.
Objective:
The primary objective was to craft and execute a paid brand campaign that increased visibility, cultural relevance, and emotional resonance with Indian music audiences. This included bold creative direction, hyper-local targeting, and high-volume distribution across platforms.
Challenges:
Cultural Relevance: Positioning a global brand in a hyper-local, trend-sensitive youth market.
Attention Scarcity: Capturing attention in a feed-first environment dominated by Reels and creator content.
Visual Identity Consistency: Maintaining Amazon Music’s brand integrity while adapting tone, voice, and visuals for local campaigns.
Design Process:
Research & Discovery
Analyzed regional trends, creator patterns, and audience behavior across content formats and audio preferences.Creative Strategy
Built a campaign rooted in emotion, shareability, and sonic storytelling—highlighting music moments and cultural hooks.Asset Development
Produced dynamic ad creatives (video + statics) that aligned with trending formats and thumb-stopping motion.Media Planning & Launch
Deployed across Meta placements with a focus on reach, engagement, and video view objectives.Optimization & Engagement Loops
Ran iterative hook tests to identify best-performing intros, visual pacing, and CTA framing.Reporting & Iteration
Delivered creative performance dashboards to inform future campaigns and internal brand teams.
Outcome:
The campaign achieved massive top-funnel reach while staying on-brand. Amazon Music gained relevance with a younger audience and showed significantly higher engagement metrics than previous global assets when localized.
Key Achievements:
Massive Reach: Reached over 12M unique users in under 3 weeks with targeted brand-first campaigns.
Higher Engagement: Video view-through rates increased by 54% compared to previous baseline brand creatives.
Format-native Execution: Campaign creatives outperformed global templates by using platform-native hooks and motion pacing.
Cultural Fit: Messaging resonated with Gen Z music lovers, improving brand perception in a cluttered audio app space.
Creative Wins: Top creatives showed 3x more shares and 2.4x save rate—critical for organic amplification.
Retention Impact: Users acquired during the campaign showed stronger mid-funnel engagement 14 days post-click.
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