Case Study: Airtel Wynk (Wink) achieves 100,000 downloads in 4 days and 18% lower cost-per-install with Performics

Creative Communications Strategy Drives App Downloads for Client

Performics helped a client launch an operator- and platform-agnostic music streaming app into a crowded market targeting 15–25-year-olds who stream music on the go. The main challenge was standing out on Android, a market leader that is highly fragmented across price points and devices.

Performics executed a creative, data-driven communications strategy that segmented users by location, intent, behavior and trends, leveraging third-party analytics for cross-device and cross-channel optimization. The campaign drove rapid adoption: the app was a top-trending application for three consecutive days, featured at the top of the App Store’s Music & Audio category, reached the top 30 ahead of competitors like Saavn and Gaana, achieved 100,000 downloads in four days across eight device types, and reduced cost per install by 18% month over month.

Wink