Gaana.com's Diwali 2016 commercial was typically an emotional one, this time expanding its reach to mewling infants on airplanes. It was a situation where the product worked its way in seamlessly and went on to create the fuzzy, feel-good vibe that we all like to be part of, come festival time.
RESULTS & STATS
Overall a very successful campaign in terms of the growth in organic traffic and paid downloads. As of Jan 2017, Gaana is at about 2 mn DAUs on App and 10 mn MAUs on App. During the campaign Gaana added 4 users at the cost of 3 on Facebook (24% saving) and 3 users for the cost of 2 (35% saving) on Google Search. Organic – Gaana added 13k additional organic downloads per day (42k to 55k).
Google Search Trends
Search Interest of gaana has doubled over Saavn at the end of the campaign.
Facebook – decreased by 24% (saved Rs 7 per user)
Google Search – decreased by 35% (saved Rs 12 per user)
Weekly Active Users
Android – 40% growth during campaign
iOs – 26% growth during campaign
Total Weekly Sessions
Android – 90% growth during campaign
iOs – 30% growth during campaign
62.8% MoM Change in organic iOS downloads
16% MoM Change in paid iOS downloads
27.23% MoM Change in organic Android downloads
58.17% MoM Change in paid Android downloads
Monthly active users