Reviving Dormant Customers: Airtel Wynk Music's Insights-led Engagement Strategy

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Airtel Wynk Music, one of India's largest mobile entertainment platforms, faced a significant challenge with a large percentage of their customers going dormant. The company observed that many customers who regularly streamed music on their app would become inactive until a new music album or movie was released. However, due to the Covid-19 pandemic, new music releases in India decreased significantly. Instead of waiting for customers to return to the app on their own, the Growth team at Wynk wanted to proactively engage these dormant customers and encourage them to return to the app.

Airtel Wynk Music is one of India's largest mobile entertainment platforms for music and on-the-go entertainment. With over 100 million app installs, Wynk offers 15 million songs in 14 languages and boasts over 3 billion monthly song plays. Their audience primarily consists of urban students and young professionals. The company faced a challenge with a significant percentage of their customers going dormant, particularly when there were no new music album or movie releases.

The Growth team at Wynk began by segmenting their customers based on their last activity on the app, focusing on those who had been inactive for the last 20 days. They then utilized MoEngage's insights-led platform to create a dedicated customer journey with relevant Push Notification campaigns at strategic intervals. The team also 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 aim was to invoke a 'fear of missing out' by sharing content recommendations via Push Notifications. Through MoEngage’s insight-driven customer journey builder and Push Notification suite, Airtel Wynk’s Growth team was able to successfully reactivate a significant portion of their dormant customers.

• The implementation of MoEngage's insights-led platform and the strategic use of Push Notification campaigns allowed Airtel Wynk Music to effectively engage their dormant customers. By segmenting customers based on their last activity and content affinity, they were able to create personalized customer journeys and invoke a 'fear of missing out' through content recommendations. This proactive approach to customer engagement not only reactivated a significant portion of dormant customers but also likely improved customer loyalty and retention in the long run.

• Successfully reactivated 44% of their dormant customers within 90 days