Airtel Xstream Saw Conversion Rates of 30% Through WhatsApp and MoEngage
Xstream, Airtel’s video streaming platform, was started to revolutionize the way consumers experience entertainment and reshape the mobile entertainment streaming landscape by pushing the boundaries of technology for the greatest cause there is – Entertainment. Over 100 million consumers currently access 16 OTTs, 130+ Live TV Channels, 10000+ Movies, 100+ TV Shows, Originals, and much more on the Airtel Xstream app, Smart TV, and DTH.
The Growth team at Airtel Xstream wanted to increase its reach so that more and more customers realized the plethora of content available. In their efforts to do so, the team used WhatsApp to inform their customers about Airtel Xstream and how they can watch their favorite movies and TV shows all in one place. WhatsApp has over 2 billion global users, and India has the largest number of WhatsApp users. Although it is the third most downloaded app, it has a much higher DAU than both Facebook and YouTube. WhatsApp also makes engagement easier since it is a two-way channel. If customers want more clarification, the communication becomes interactive instead of a one-way messaging platform. This is why the teams at Airtel Xstream, who strive for constant innovation, realized the potential of WhatsApp to increase its reach.
Thanks to this MoEngage integration, we increased our app installation by 20%. This helped us enhance our reach to our mobile-savvy audience to ensure they were not missing out on a world-class content delivery platform for the entire family.
The Airtel Xstream Growth team realized they needed an immersive engagement strategy to ensure customers actually experienced what Airtel Xstream offered. In search of a solution that provided enough content knowledge about the Xstream platform, an enriching engagement, and a direct CTA that landed customers on their platform, WhatsApp quali ed as the perfect channel. To create a robust and secure WhatsApp communication channel, Airtel Xstream integrated with MoEngage, WhatsApp, and Airtel IQ to send timely updates to customers. This helped Airtel Xstream drive customers to their platform with amazing conversion rates! With every recharge an Airtel customer did, they received a WhatsApp message that informed them about the Airtel Xstream opportunity they could potentially enjoy. This strategy helped the Growth team reach out to a larger set of customers while ensuring an enriched brand experience. This experience, in turn, helped increase downloads for the Xstream app, which also helped drive content consumption on Airtel Xstream.
One of the most important fruition of the WhatsApp-driven adoption strategy was how it helped the team at Xstream understand customer behavior on the Xstream app. This was in addition to customer insights like geolocation, which helped better the personalization of content. Leveraging the insights gathered through MoEngage, Airtel was able to send personalized recommendations and easily communicate with customers in near-real-time about vernacular content through WhatsApp. Since customers look for enriching content consumption, behavioral trends help curate content recommendations based on current and past behavior.
With MoEngage’s solution and WhatsApp as a new channel for engagement, Airtel Xstream saw some amazing numbers in the form of:
- 90% Delivery Rates
- 30% Conversion
- 40x increase in engagement compared with Push
- Up to 4x Increase in engagement compared with in-app
