MoEngage Case Studies Gaana Enhances User Engagement and Premium Subscriptions with MoEngage

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	Gaana Enhances User Engagement and Premium Subscriptions with MoEngage MoEngage

Gaana Enhances User Engagement and Premium Subscriptions with MoEngage

MoEngage

Technology Category	Analytics & Modeling - Real Time Analytics Functional Applications - Product Lifecycle Management Systems (PLM)
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Functional Applications - Product Lifecycle Management Systems (PLM)

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.

About 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.

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.

Impact #1	The implementation of MoEngage's solutions led to significant operational results for Gaana. The lifecycle campaigns and automated follow-ups resulted in a 120% uplift in premium subscriptions, demonstrating the effectiveness of these strategies in driving user conversion. The use of personalized carousel notifications also proved successful, driving 10% of daily active users on the Gaana app. Furthermore, the segmentation and rich push notifications helped Gaana engage users effectively, with two-thirds of users who engage with push notifications playing a song on the app. This indicates that the personalized notifications were successful in driving user engagement and encouraging users to stream more music more frequently on the app.

Impact #1

The implementation of MoEngage's solutions led to significant operational results for Gaana. The lifecycle campaigns and automated follow-ups resulted in a 120% uplift in premium subscriptions, demonstrating the effectiveness of these strategies in driving user conversion. The use of personalized carousel notifications also proved successful, driving 10% of daily active users on the Gaana app. Furthermore, the segmentation and rich push notifications helped Gaana engage users effectively, with two-thirds of users who engage with push notifications playing a song on the app. This indicates that the personalized notifications were successful in driving user engagement and encouraging users to stream more music more frequently on the app.

Benefit #1	120% uplift in Gaana+ ‘premium subscriptions’
Benefit #2	10% of Daily Active Users driven through MoEngage Push Notifications
Benefit #3	2 out of 3 Users who engage with push notifications play a song on the app

Benefit #1

120% uplift in Gaana+ ‘premium subscriptions’

Benefit #2

10% of Daily Active Users driven through MoEngage Push Notifications

Benefit #3

2 out of 3 Users who engage with push notifications play a song on the app

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Overview

Gaana Enhances User Engagement and Premium Subscriptions with MoEngage

Operational Impact

Quantitative Benefit