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How VieON Improved MAUs by 3X Using Insights-led Engagement

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About Vie.ON

Launched on 15th June 2020, VieON is DatVietVAC’s new streaming service. With the launch of VieON, DatVietVAC aims to drive a new standard of streaming in the Vietnamese market and bring a best-in-class experience across mobile phones, SmartTVs, and desktops. VieON is focused on content that will resonate with the Vietnamese audience by celebrating their culture and history.

Business Challenge

The challenge was driving more active users to the app on a monthly basis and optimizing revenue growth by upselling more paid subscriptions. In order to do that VieON had to meaningfully engage their audience and add more personalized touch to their communication.

MoEngage Solution

VieON utilizes MoEngage to understand customers’ content affinity and preferences based on which they map personalized product recommendations to different customer segments and run triggered campaigns providing seamless experience improving conversion rates.
3X
increase in Monthly Active Users across the app
5X
increase in paid subscribers driving revenue growth

How VieON optimized its engagement strategy and achieved its goals using MoEngage

With a renewed focus on expanding beyond the current offerings of reality shows and blockbuster movies, VieON is keen on more sports-focused content on the app, thereby increasing the appeal to male audiences. Hence, the team at VieON is focused on increasing the subscriptions for sports by personalizing recommendations based on customer behavioral attributes and actions.

The team currently utilizes MoEngage’s insights-led platform to understand customer affinity to certain types of content along with capturing information such as name, age, and gender. Based on the content affinity and preferences, the team at VieON utilizes Dynamic Product Messaging (DPM) to map product recommendations to different customer segments and run triggered campaigns. These campaigns would be personalized based on actions taken by the customer in the app. So, for instance, if a customer is more inclined to consume K-dramas, they would be engaged using similar program recommendations.

In fact, utilizing the event-triggered campaigns, the VieON team observed conversion rates between 63-67%!

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By using DPM and content APIs along with RFM segmentation, the team at VieON is able to personalize communications across push notifications, in-app, and email, run Facebook retargeting campaigns and send package consumption reminders and other relevant communication which provided an uplift of 7-8% in conversions. The team also aims to use onsite messaging and in-app communication to extract deeper customer insights in order to personalize their experience even better.

Using these customer insights to run engaging campaigns, the team at VieON observed a 3X increase in Monthly Active Users (MAUs) and a 5X increase in paid subscribers, thus driving growth across active usage and revenue growth metrics.

What They Say About Us

MoEngage enables us to set up various flows to retarget both new and old users. We've used push notifications, in-app communications, and emails to reach and provide customers with a relevant and personalized experience. We aim to deepen our customer understanding and delight them even more!
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Anh-Phuong Nguyen Vo
Senior Marketing Manager

Drive Higher Revenue Growth using MoEngage

Download VieON's detailed success story below 👇