2. View– YT Overall Views
Subscribers-YT
Reach: Meta + 10%YouTube
COKE STUDIO TAMIL ACHIEVEMENT (TILL 21ST FEB)
15 Mn
Total Views
24.1K
Net Subscribers added
31.7Mn
Overall Reach
3. Video Views
Budget
Spent
Organic
Views
Streams
VTR
CPV
TV
Radio
7 MN 5.4 MN
INR 1.16 CR INR 0.6 CR
1.3 MN
(18%)
11Mn
57 %
0.21 INR
Yes (Bigg
Boss)
Yes
0.8 MN
(14%)
0.68Mn
61 %
0.21 INR
No
Yes
P1 Song P2 Song
COKE STUDIO TAMIL SUMMARY
View– YT + Organic Views
Subscribers-YT
Budget: TV and Radio is calculated on Pro-rata basis.
4. Key Finding
• Influencers are helping in driving discoverability
of the songs.
• Mix of CAT A & Global creators are accelerating
the organic performance and subscriber base on
YT channel
ACCELERATING CHANNEL SUBSCRIBER GROWTH AND ORGANIC
VIEWS THROUGH MULTIMEDIA TOUCHPOINTS
Recommendations
• Continue with the approach as influencer are
driving high discoverability for the song.
• Leveraging Influencer Stories for Song
Discoverability, we can expand deliverables to
Further Boost Visibility
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
0
100
200
300
400
500
600
700
Pongal Song
Subscribers gained Organic Views %
Actor & CAT-A
Influencers Reels
Global Creator &
Influencers Stories
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
0
100
200
300
400
500
600
700
800
900
1000
Love Song
Subscribers gained Organic Views %
CAT-A
Influencers Reels
CAT-A Influencers
Stories
5. Key Finding
• Classical music enthusiasts delivered the lowest VTR
(24%) and CPV (0.26)
• While looking at the song wise performance different
affinities driving efficiencies in terms of VTR & CPV
Idhu Semma: World Music Fans (VTR 53%)
Pongal Song: Pop Music Fans (VTR 61%)
Love Song: World music Fanc (58%)
₹ 0.26
₹ 0.24 ₹ 0.22 ₹ 0.22 ₹ 0.21 ₹ 0.20
₹ 0.60
₹ 0.52 ₹ 0.54
₹ 0.50 ₹ 0.52
₹ 0.49
Classical Music
Enthusiasts
Folk &
Traditional Music
Enthusiasts
Indie &
Alternative Rock
Fans
World Music
Fans
Pop Music Fans Rap & Hip Hop
Fans
CPV CPCV
24%
33%
49%
40%
55%
58%
10%
15%
20%
18%
22%
24%
Classical Music
Enthusiasts
Folk & Traditional
Music Enthusiasts
Indie &
Alternative Rock
Fans
World Music Fans Pop Music Fans Rap & Hip Hop
Fans
VTR CVTR
AFFINITIES POP MUSIC AND RAP & HIP HOP FANS DELIVERED
HIGHER VTR (>55%) AND LOWER CPV (~0.2)
Recommendations
• Continue: Incorporate All High-Performing
Affinities and Optimize Continuously Throughout
the Campaign
• We recommend to exclude the "Classical Music
Enthusiasts" segment from our upcoming
campaigns, as data from previous songs indicate
consistent underperformance (VTR<25%)
6. LANGUAGE TARGETING IN ACCELERATED MARKETS
38%
0.29
34%
0.30
42%
0.27
54%
0.23
VTR CPV VTR CPV
APT KAR
2023 2024
Key Finding
• In 2023, APT and KAR achieved VTRs of 38% and
34% respectively, with CPVs of 0.29 and 0.30.
• In 2024, there was notable progress, with APT
reaching a VTR of 53% and a CPV of 0.27, and
KAR achieving a VTR of 41% and a CPV of 0.23.
Recommendations
Continue: We advise maintaining language targeting
in accelerated markets to enhance VTR.
7. SONG WISE KEYWORD ANALYSIS
2%
2%
4%
5% 5%
4% 4% 4% 4% 4%
3%
4% 4%
4% 4%
0%
1%
2%
3%
4%
5%
6%
0.00
0.10
0.20
0.30
0.40
0.50
0.60
Overall Pongal Song Keyword Analysis
CPV VTR
3%
4%
5%
5% 5%
5%
4% 4% 4%
5%
4%
5% 5% 5%
5%
5% 5% 5% 5% 5% 5%
0%
1%
2%
3%
4%
5%
6%
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
Overall Love Song Keyword Analysis
CPV VTR
Key Finding
• While planning, we must consider that boosting
budgets will increase overall searches, however it
would also lead to higher delivered CPVs.
• Brand (1%) and Artist (1%) searches are making the
smallest contributions to the overall search volume
as compared to Generic (84%) and Trending (13%).
For festive relevance, higher budgets were pushed during the end of the
campaign. Search volume rose, but so did CPV (from 0.30 to 0.57), while
VTR (4%) stayed constant.
Budgets remained consistent throughout the campaign, yet post-
Valentine's Day, we observed a rise in CPV, while VTR stayed constant.
Recommendations
• Post-event, rising CPV due to audience disconnect,
recommend not to continue campaign post the festivity
or theme of the song.
• Continue with the real time non-performing keywords
exclusion
• Create separate campaigns for Brand + Artist keyword
to increase the visibility as an Always On activity
8. 58%
62%
66%
62%
₹0.19
₹0.18
₹0.19
₹0.18
₹0.15
₹0.16
₹0.17
₹0.18
₹0.19
₹0.20
₹0.21
₹0.22
₹0.23
50%
55%
60%
65%
70%
1PD PAN India Video
Viewers
S01 Video Viewers Website Visitors
TrueView
VTR CPV
20%
23%
26%
25%
₹0.55
₹0.48 ₹0.48
₹0.44
₹0.00
₹0.10
₹0.20
₹0.30
₹0.40
₹0.50
₹0.60
0%
5%
10%
15%
20%
25%
30%
1PD PAN India Video
Viewers
S01 Video Viewers Website Visitors
Completed Video Views
CVTR CPCV
SEASON 1 VIEWERS EXHIBIT STRONG LOYALTY TO SEASON 2
Key Finding
• Season 01 CST videos consistently achieved the
highest TrueView rate (66%) throughout Season
02
Recommendations
• Continue: Establish high SOV for video engagers in
core Tamil Nadu market, leveraging high relevance
• Increase focus for CST website visitor audience
considering their higher completion rates for
completed video views
9. META 1 PD ANALYSIS: POST ENGAGERS SHOW HIGHEST ENGAGEMENT
RATES WITH A VTR EXCEEDING 25%
Key Finding
• Engagement metrics for page and post
interactors from both S01 and S02 demonstrate
superior performance, with VTR at 24%, ER at
4.53%, and CPV at 0.04
Recommendations
• Establish high SOV for engaged audience
13% 14%
5%
24%
0.15
0.21
0.07
0.04
-
0.05
0.10
0.15
0.20
0.25
0%
5%
10%
15%
20%
25%
30%
1PD Brand Engaged LAL Brand Engagement Video Viewers Page & Post Engagers
(S01+S02)
VTR CPV
0.55% 0.61%
0.07%
4.53%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
1PD Brand Engaged LAL Brand Engagement Video Viewers Page & Post Engagers
(S01+S02)
Engagement Rate
*Engagement considered is Active engagement (Total Engagement minus Video views)
3 sec VTR
10. DOMINANCE OF REELS AS PLACEMENT
0.4%
0.2%
0.7%
2.0%
0.1%
0.4%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
facebook_reels facebook_stories feed instagram_reels instagram_stories video_feeds
Engagement Rate
13%
6%
10%
16%
3%
6%
0.10
0.17 0.16
0.06
0.35
0.27
-
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
VTR CPV
Key Finding
• Facebook Reels and IG reels dominates with high
VTR (>11%) and lower CPV (INR <0.10)
• Engagement rate are also on the higher side
(~2%) for Reels placement
Recommendations
• Continue: Increase focus on Reels placement over IG
as VTR, CPV and ER are high on this placement
12. META BLS RECORDED 1.5 PTS INCREMENTAL FOR BRAND RECALL
Recommendations
Ad Recall Brand Awareness Intent
• Campaigns are designed for ad recall objective
which is driving the uplift (+1.5 pts) within the
BLS.
• The campaign objective can be adjusted to focus
on brand awareness along with high frequency to
record the lift in BLS
Key Finding
*Source meta platform
13. BASELINE POSITIVE RESPONSE EXPERIENCED A 7.1% LIFT FROM
PONGAL SONG TO LOVE SONG
Markets
Baseline Positive
Response Rate
Exposed Positive
Response Rate
APT 38.50% 40.60%
KAR 40.80% 42.00%
TN 32.1% 36.3%
PAN India (Video
Viewers) 43.80% 37.60%
Observation:
• Looking at market level Base responses
we have seen the uplift in APT (2.1%) &
KAR Markets (1.2%)
Recommendation:
• Exclude non-performing
markets (PAN India video
viewers etc) line items from
campaign BLS which might help
in increase the absolute lift
within the BLS.
*Source google platform
15. OVERALL STREAMING PLATFORMS PERFORMANCE SUMMARY
Investment Impressions
Reach LTR%
CTR%
Clicks
INR 12.4
Lakhs
2.9 MN 10.3 MN 73.1K 0.71% 92.1%
INR 6.46
Lakhs
~0.9 MN 3.39 MN 20K 0.59% 94.5%
*Source UMG
Spotify: Data is till 21st, campaign was live till 26th Feb.
Wynk – Details are only for Kaakarattan
16. PRIORITIZING VIDEO INVENTORY IN KEY CAMPAIGNS OVER SPOTIFY
Key Finding
• Video has delivered highest engagement (CTR
1.2%)
• Travelers, Health and Wellness Enthusiasts,
Fitness Enthusiasts, Socialites accounted for a
large part the engagement, with a CTR of ~1%
Recommendations
Key release campaigns should be Video heavy
accompanied with Audio and Display.
0.45%
1.10%
1.20%
Audio
Mobile Overlay
Sponsored Session
CTR: Inventory Level Performance
17. MAXIMIZE ON MINI MASTHEAD AND RE-TARGETED CAMPAIGNS FOR
HIGHER ENGAGEMENT
Key Finding
• Mini Masthead: Highest engagement (0.79%) observed.
• The following categories exhibited a CTR higher than the average- Avid Social
Media Users (28% ), E-Commerce Category (7% ), Insurance Cohort (6.9% ).
• Remarketing Line item achieved approximately 3% better CTR than the New
User line item.
• The below cities showed higher CTR than average: Viluppuram,
Tiruchirappalli, Salem & Tiruppur.
• Targeted Audience and Inventory: Resulted in maximum streams during
launch week, securing the top spot in weekly trending.
0.45%
0.71%
0.79%
CTR: Inventory Level Performance
Wynk Masthead
Wynk Audio
Wynk Mini
Masthead
18. STREAMING APPS WAY FORWARD
Experiment with creative variations over campaign duration.
Focus more on Video along with Audio and Display as a multiformat approach.
Evaluate an Impact + Sustenance framework for key releases.
Increase focus on re-targeting users who have already been exposed to Coke Studio Tamil Ads to build
resonance.
Curate playlists for Romance, Party, Chill, Work-out & Travel and promote as Always-ON.
It is recommended to seek extended editorial support from Spotify to enhance promotional efforts.
20. DELIVERING 2.3MN VIDEO VIEWS WHILE FOCUSING OVER KEY SOUTH
AND METRO MARKETS
Key Finding
VIEWS : 2.3M
Top Markets
- South key markets - TN, AP, KA
- Other key markets – Top 8 Metros
Key Cohorts
Music Lovers, SunTV users
Successful Assets
Mini Player, Carousel (Targeted), Push Notifications
Language Targeting: South (Focus Tamil)
1
2
3
After ~7 days of the campaign launch – we observed a flat line
1
2
3
Valentine's Week promotions reignite buzz with targeted carousels,
push notification, mini players which resulted in a significant spike in
video views for the song
Post 2nd spike in campaign promotion we reached to ~2.1Mn video
views and let the song grow organically
Recommendations
Basis this learning 2 spikes to be planned for
campaign promotion – one in the 1st week and 2nd
after 10-15 days of the campaign launch basis the
performance
21. User Initiated Key Word
Search
Search Section – Home
Page
User can access CSB & CST through
the Logo unit on the Search page
Key Finding
1.2Mn Users came through the Search
Section after clicking on the Branded
logo units in the last 30 days.
1.5 lacs searches happened around the
Brand related Keywords in the last 30
days
LIFT IN SEARCH TREND RESULTED IN HIGHER TRAFFIC & SONG
DISCOVERABILITY
25. Key Learning & Insights
Learning & Insights
• Reached 10.1M+ people, with 21M+ views, exceeding
planned figures by 26% and 30%
• Positive sentiment at 95% on IG
• M:60%,F:40`12% influencer audience viewership
• Global Creators, Actors, Cat A and Cat B exceeded the
planned reach by 26% and views by 30%
• 68.5% of influencer viewership is from Tamil Nadu.
• Campaign CPV is 0.25 which is 3X better then industry
standard
• Despite Moj's edge in views, Instagram's superior reach and
engagement suggest it could be the more impactful
platform for building brand presence and fostering
community interaction.
• For Moj 76% of the overall campaign viewers fell under the
age group of 18-34 years
• Cost effective approach to maximize reach
• Achieved 4X more reach in the campaign with Moj Hashtag
challenge
• HTC challenge helps to engage with creators in tier 2 cities
Learnings & Insights
• Reached 4.5M+ people, with 21M+ views
• 51% of influencer viewership is from Tamil Nadu.
• M:72%,F:28% influencer audience viewership
• UGC is less as compared to festive songs
• Community Pages didn’t work and under delivered
• CAT B trend creators delivered 2X more views than
planned
• Campaign CPV is 0.4 which is 3X better then industry
standard
• As per the targeting analysis, Female audience with 25-34Y
showed more interest on this campaign.
• Web cards do not provide UGC
• Web cards showed under delivered result in this campaign
delivering a CTR of 0.15%
Kaakarattan Please Purinjukko
27. BIGG BOSS S7 COKE STUDIO TAMIL INTEGRATION
Date -14th Jan.
Program Reach – 5.2 mn @ TN & 1.5
mn @ Chennai
Program TVR-1.51
TG- 15+ (U+R)
In- show Integration during the Grand
Finale
29. OVERALL WAY FORWARD
START STOP CONTINUE
• Implement an "Always On" campaign
targeting Brand and Artist Keywords.
• Enhance influencer planning by
incorporating additional stories
deliverables.
• Employ Time Bound Targeting for
TrueView Campaigns.
• Increase SOV for Video Views and Website
Visitors on YT and Engaged Audience on
Meta.
• Exclude underperforming market LI from
BLS.
• Prioritize Video-heavy campaigns for key
releases, complemented by Audio and
Display components.
• Always On campaign with customized
playlists targeting on Audio apps.
• Schedule 2 promotional spikes for Jio
during the campaign flight.
• Utilizing a diverse range of influencers to
maximize discoverability.
• Implementing language targeting in
accelerated markets.
• Real time optimization for keyword
planning and affinity focus on YT.
• IG reel placement for higher engagement.
• Sustaining a higher number of impactful
properties for P1 songs on audio
streaming platforms.
• Omit Classical Music Affinity from
YouTube campaigns.
• Refrain from incorporating Moj Webcards
in the campaigns.
31. Category Genre Name Reel Live Date Story Live Date
Star Actor Priya Anand 9th Jan 16th Jan
A Tv Myna Nandi 9th Jan 16th Jan
A TV Mani Megaila 9th Jan 16th Jan
B Lifestyle Pavithra 10th Jan 15th Jan
B Lifestyle
Aishwarya Kannan
10th Jan 15th Jan
B Lifestyle Shrinidhi Padmanaban 10th jan 16th Jan
B Tv Vaishali Thaniga 10th Jan 16th Jan
B Food Neeraj 14th Jan 16th Jan
B Couple creators Ram and Jaanu 15th Jan 17th jan
B Lifestyle Meenakshi 15th Jan 17th jan
Global Creator Niharika NM 15th Jan 17th Jan
CAT NAME Reels Live Date Story live date
CAT A Mani Megalai 4 Feb 15 Feb
CAT A Meethi Miri 4 Feb 16 Feb
CAT B Krishna Shilpa 4 Feb 11 Feb
CAT B Madhu 5 Feb 16 Feb
CAT B Sindhuja Hari 5 Feb 11 Feb
CAT B Ramya Ranganathan 5 Feb 12 Feb
CAT B Priya Duraisaami 6 Feb 19 Feb
CAT B Deepabalu 6 Feb 12 Feb
CAT B Sreeabhi 6 Feb 16 Feb
CAT A kaavya arivumani 12 Feb 15 Feb
CAT A Kiki Vijay 12 Feb 15 Feb
CAT A Ram with Jaanu 12 Feb 14 Feb
CAT A Keerthi Yuvaraj 12 Feb 18 Feb
CAT A Shrutika 13 Feb 13 Feb
CAT A Teju Ashwini 13 Feb 19 Feb
CAT B PRIYALAYA 13 Feb 12 Feb
Love Influencer Go live
Pongal Influencer Go live
