Gaana Enhances User Engagement and Premium Subscriptions with MoEngage
Technology Category
- Analytics & Modeling - Real Time Analytics
- Functional Applications - Product Lifecycle Management Systems (PLM)
About The Customer
Gaana is a leading online music streaming service with a global user base of over 50 million active users. According to the Mary Meeker report, Gaana is the top music streaming service in India and saw a threefold increase in music streaming in 2016-17. The company aims to provide a personalized music streaming experience to its users, encouraging them to keep returning to the app to listen to their favorite music. Gaana also offers a premium account, Gaana+, which provides additional benefits to subscribers.
The Challenge
Gaana, a leading online music streaming service with over 50 million active users worldwide, faced several challenges in its quest to enhance user engagement and increase premium subscriptions. The company aimed to drive newly acquired users to subscribe to the Gaana+ premium account through lifecycle push campaigns. They also wanted to deliver a personalized music streaming experience to users based on their music preferences. Another objective was to keep users returning to the app to listen to their favorite music. However, achieving these goals was not straightforward due to the vast user base and the highly personal nature of music preferences.
The Solution
To overcome these challenges, Gaana turned to MoEngage, leveraging its industry-leading segmentation platform. Gaana created lifecycle campaigns to welcome new users and encourage them to activate the 14-day free trial to the Gaana+ premium account. Automated follow-up campaigns were also set up to remind users of the benefits of a premium account as they neared the free trial expiry date. To deliver personalized music to its user base, Gaana created 'user segments' based on personal music preferences like 'language', 'region', and 'play history'. Engagement campaigns were then deployed on these segments, delivering large-scale personalization. Gaana also used MoEngage's carousel push notifications, which featured personalization and rich content, to reach app users with the latest music or a collection.
Operational Impact
Quantitative Benefit
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