Case Study: Airtel Wynk Music reactivates 44% of dormant customers with MoEngage

Airtel Wynk Music reactivates 44% of dormant customers with MoEngage

Airtel Wynk Music, India's largest mobile entertainment platform, faced a challenge with a significant percentage of regular users becoming dormant, especially during a period of reduced new music releases due to Covid-19. The company partnered with MoEngage to move beyond passive waiting and instead use proactive, insights-led engagement to win back these valuable customers before they churned completely.

Using MoEngage's customer journey orchestration and segmentation capabilities, the Wynk team created cohorts based on user inactivity and content affinity. They then implemented a strategic series of personalized push notifications designed to invoke a fear of missing out with relevant song recommendations. This solution implemented by MoEngage successfully reactivated 44% of dormant customers within a 90-day period.

Airtel Wynk Music