Arha Media Increases Repeat Subscriptions by 10% with Gupshup and WhatsApp Marketing
Popular regional OTT platform sees industry leading 5% conversions with easy chat payments
3-4 Mn
Messages per month
5%
Conversion rate of payment messages
10%
Lift in repeat subscriptions
"Partnering with Gupshup has revolutionized the way we interact with our audience. An incredibly reliable platform that is purpose-built for conversations, Gupshup Conversation Cloud has helped us grow repeat subscriptions by 10% with targeted campaigns. The integration with our CRM was smooth, and the added payment solutions have been a game-changer. We are also able to track the performance of our campaigns, helping us optimize."
Background
Arha Media, a regional media and entertainment company operating the OTT platform Aha, which specializes in Telugu and Tamil content. Since its official launch in March 2020, Aha has rapidly emerged as a significant player in the digital entertainment space, attracting over 40 million active visitors and more than 1.5 million paid users. The platform is highly regarded for its diverse range of offerings, including movies, reality shows, and original programming, making it the go-to destination for regional content.
Challenges
Arha Media needed an efficient way to reach their large audience and engage their audience. Ensuring timely delivery of messages for updates and promotional content was essential. Their inability to target their audience with personalized content led to sub-par engagement and low conversions. The lack of visibility into the effectiveness of their messaging campaigns further compounded their problems.
Solution
To address this challenge, Arha Media partnered with Gupshup for WhatsApp marketing. The solution involved automated workflows to schedule and send personalized rich media messages efficiently using Gupshup WhatsApp Business API.
Results
Arha Media successfully sends three to four million campaigns each month, boasting a high read rate of 38%, far superior to traditional channels like email. Since the implementation of WhatsApp, the brand has seen a 10% increase in the number of re-subscriptions. Every campaign with targeted content for a segment, for example, recently churned users, sees an unprecedented 4-5% conversion rate.
The OTT platform promotes new releases, sends alerts for upcoming shows, nudges users to subscribe, and sends renewal alerts, while providing easy chat-based payments for subscriptions. With personalized content, rich media, and the use of the latest templates such as carousels, user engagement has seen a constant uptick. The integration of complete payment solutions on WhatsApp has made the experience convenient for users, with nearly 10,000 people making payments through WhatsApp.
Arha Media plans to further leverage the platform for more advanced use cases, including Click-to-WhatsApp Ads to acquire new customers.
