Bangalore: Gaana, India’s leading online music streaming platform has managed to hit the right note with its users. It’s user stickiness level touch high over 65 million active users coming back every month. Gaana intends to bring the next wave of 100 million users onto the platform this year by integrating cutting-edge innovations such as voice assistant, personalized listening, Android auto, Facebook bot, and MoEngage’s industry-leading segmentation.
“MoEngage’s advanced segmentation and cross-channel engagement capabilities have helped us deliver an unparalleled listening experience to our users.” said, Nachiketa Arya, Product Manager for Engagement, Gaana.
Welcoming new users on the app, Gaana created lifecycle campaigns, which encouraged users to activate the free trial of Gaana’s premium account. As these users neared the expiry date of the free trial, Gaana followed up with them through automated campaigns powered by MoEngage, reminding them about the benefits of a premium account. “We have observed considerable uplift in paid subscriptions with MoEngage notifications,” Nachiketa added.
“Users are more receptive to relevant push notifications based on their app usage behavior,” said, Raviteja Dodda, CEO, MoEngage. In the same direction, Gaana created user segments based on personal music preferences such as language, region, play history and such. Engagement campaigns were created and deployed on these segments, thereby delivering a better music listening experience to users. This level of tailor-made user experience was made possible by Sherpa, MoEngage’s Artificial Intelligence (AI) engine.
“Delivering relevant & timely music recommendations to its millions of app users has been the crux of Gaana’s engagement strategy. Given that we can successfully handle Gaana’s requirements, is a testament to the robustness of the MoEngage platform,” said Raviteja Dodda, Founder & CEO, MoEngage.
Besides driving paid subscriptions, MoEngage also achieved a 12% increase in daily active users through push notifications. Also, thanks to accurate targeting based on MoEngage’s accurate segmentation, more than half users who engaged with push notification played a song on the app leading to an increase in music streams. To achieve this growth, Gaana leveraged MoEngage’s superior segmentation and rich push notifications to reach out to users with music content of their choice.
In an effort to reach out to existing users creatively, and driving engagement by offering richer user experience, MoEngage carried out well-segmented and rich carousel push notification campaigns. The carousel push notifications featured relevant and engaging content, based on the insights drawn by Gaana’s user insights. As a result of this collaboration of marketing automation and user insights, more users got hooked to streaming songs. Thus, Gaana drove users to stream more music and more frequently on the app with MoEngage push notifications.