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.
Acquisition Cost
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
Downloads
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
19.26% increase