• Personalization
  • Media & Entertainment

How Airtel Wynk Music Reactivated 44% of Dormant Customers Using Insights-led Engagement

Discover how Airtel Wynk used MoEngage’s insight-driven customer journey builder and push notifications to successfully reactivate 44% of their dormant customers within 90 days of implementation.

About Airtel Wynk Music

Wynk Music by Airtel is India’s largest mobile entertainment platform for music and on-the-go entertainment. With over 100 million app installs, Wynk houses 15 million songs in 14 languages and over 3 billion monthly song plays.

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We were able to successfully win back 44% of our dormant customers thanks to Insights-led Engagement. MoEngage helped us gather intelligence about which customer cohorts are going dormant and enabled us to act on the insights by sending out relevant content recommendations to these valuable customers before they churned.

customer
Ruturaj B
Sr. Growth Product Manager
Industry
Media & Entertainment
Personalization
Region
India
Products Used
Customer Journey Orchestration
Dynamic Product Messaging
Push Notification
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44%
reactivation of dormant
customers within 90 days
The Challenge

The Growth team at Wynk observed the streaming behavior on their mobile app and realized that a significant percentage of customers who stream music regularly have a tendency to go dormant until there is a new music album or a movie that is released.

The Solution

The Growth team wanted to invoke ‘fear of missing out’ by sharing content recommendations via Push Notifications.

This is the story of how Airtel Wynk Music leveraged insights to engage their dormant customers.

Identifying the challenge

The Growth team at Wynk observed the streaming behavior on their mobile app and realized that a significant percentage of customers who stream music regularly have a tendency to go dormant until there is a new music album or a movie that is released.

But due to Covid-19, new music releases in India went down. Instead of relying on customers to come back to the app on their own, the Growth team wanted to introduce nudges to win back these dormant customers.

The solution: Insights-led Engagement

The Growth team at Wynk first started by segmenting their customers based on their last activity on the mobile app. They considered customers who were inactive for the last 20 days.

The team then used MoEngage’s insights-led platform to orchestrate a dedicated customer journey with relevant Push Notification campaigns at strategic intervals.

Next, the team used MoEngage’s segmentation capabilities to create customer cohorts based on content affinity, i.e., the language of the songs they’ve listened to the most on the app.

The Growth team wanted to invoke ‘fear of missing out’ by sharing content recommendations via Push Notifications.

The results

Through MoEngage’s insight-driven customer journey builder and Push Notification suite, Airtel Wynk’s Growth team was able to successfully reactivate 44% of their dormant customers within 90 days.

About MoEngage

MoEngage is an Insights-led Customer Engagement platform built for customer-obsessed brands.

Insights-led Engagement flywheel

With industry-leading AI and Machine Learning capabilities, MoEngage provides insights on customers, their journey, behavior, interests, preferences, and the short and long-term impact of campaigns on key business metrics like customer retention and LTV.

Brands use MoEngage to leverage these insights and enable hyper-personalization at scale across multiple touchpoints like mobile push, email, in-app, website push, on-site message, SMS, Whatsapp, and social messaging platforms.

Fortune 500 brands across 35+ countries such as Deutsche Telekom, Samsung, Vodafone, Nestle, McAfee, and internet-first brands such as Ola, OYO, Bigbasket, and InMobi use MoEngage to orchestrate cross-channel customer journeys and delight their customers across multiple touchpoints.

The Result

The Wynk team realized that a large percentage of customers who streamed music had a tendency to go dormant until the release of a new music album or a movie. So, they decided to use the MoEngage platform to encourage dormant customers to come back to the app.

• A dedicated customer journey with relevant Push Notification campaigns at strategic intervals was orchestrated.
• The ‘Fear of missing out’ was invoked by sharing content recommendations to customers via Push Notifications.
• 44% reactivation of dormant customers was achieved within 90 days

The Wynk team started off by segmenting their customers based on their last activity on the app. They then considered customers who were inactive for the last 20 days and used MoEngage to orchestrate a dedicated customer journey, with relevant push notification campaigns at strategic intervals.

The team then used MoEngage’s segmentation capabilities to create customer cohorts based on their content affinity. They also decided to invoke the ‘fear of missing out’ by sharing content suggestions via push notifications. The team was able to successfully reactivate 44% of the dormant customers.

Adopt insights-led engagement today!

Reactivate dormant customers with personalized content recommendations