PayUmoney is the consumer facing brand of PayU India that provides faster online checkouts and buyer protection. They aimed to increase brand awareness and transactions on their platform. They leveraged Google Analytics to understand audiences and built a digital video plan reaching people beyond TV. This sequential storytelling approach along with Google Search, Display, YouTube, and DoubleClick led to view-through rates over 26% and click-through rates over 1.7%, helping drive consideration and purchases.

1. Background
● Consumer facing brand of PayU India
● Accepted checkout solution for over 8.5M consumers & .15M merchants
● Faster checkout, buyer protection, instant refunds and rewards
● Powered by in house developed, patent pending technology ‘One Tap’ payment
Goals
● Drive unaided brand awareness to position PayUmoney as preferred payment option
for online transactions.
● Increase transactions through the PayUmoney platform.
● Ensure maximum ROI for marketing spend.
Approach
● Leveraged Google Analytics to understand intent and reach the right consumer base
● Built a digital heavy video plan to reach incremental audiences over TV
● Drove engagement using sequential storytelling
● Utilized full array of Google Products- GSPs, GDN, Youtube and Doubleclick
●
Results
● Fayde is Aadat achieved 26.67% View through rate & Fayde ki Diwali achieved 27.72%
● Use of contextual CTA overlay led to CTRs of 1.71% vis-a-vis 0.25% with normal CTA
● For Fayde Ki Aadat, CTRs of 11.22% and 0.29% were achieved by GSP and GDN resp.
● For Fayde Ki Diwali, CTRs of 8.94% and 0.21% were achieved by GSP and GDN resp.
“Google products understand all behaviours on internet allowing relevant interactions with consumer. This helps the movement
from awareness to consideration to purchase in a way never before,” says Saranjeet Singh, Head of Digital Marketing, PayU
PayUMoney saw 27% VTRs and 1.7% CTR using a TV+ approach to Youtube along with GSP and GDN