1. Reaching People in Their Language:  

With InMobi, Kuku FM captured the right audience segments, reaching them uniquely based on their city, in the language of their choice. Together, they were able to target vernacular audiences programmatically with ease and efficiency on the apps they were most present in, such as content, news, and utility-based apps. Kuku FM found that they saw a spike in installs and LTV users from 8 to 9 pm. They also observed similar peaks from 1 to 2 pm. These are typical free hours when people engage with various platforms on their phones most liberally. Thus, by reaching people at the right place and time, the brand urged them to install the app and then nudged the ones who installed it to subscribe.  

2. Capturing a Diverse Audience:  

Besides linguistic diversity, Kuku FM also targeted niche audiences via Glance. The brand displayed appealing creatives with compelling communication and incredible deals on the lock screen, targeting women who would most likely be interested in engaging with specific types of content on the platform. Thus, by targeting a specific segment of 2 million female users on the platform, Kuku FM managed to bring a balanced audience of male and female listeners to the app, with the demographic split of people installing the app being 41% women and 59% men. Additionally, vernacular campaigns were run on Glance as well, reaching people in the language they love before they unlocked their phones. The campaign’s success in reaching people across all parts of India was evident by the fact that the brand managed to get 50% of installers from Delhi, Maharashtra, Uttar Pradesh, and Karnataka; and 45% of high-LTV users from Tamil Nadu, Telangana, Delhi, and Maharashtra. The brand also promoted special discounts around relevant occasions like Teacher’s Day and Diwali to acquire high-intent users.