Gaana Leveraged Facebook Marketing To Achieve $200\%$ Growth In Daily App Downloads

Launched in the year $2010$ by Indiatimes.com, Gaana is a commercial music streaming service. Gaana offers a hoard of Indian and International songs from different genres. This platform features music from around $21$ languages including Hindi, English, Kannada, Malayalam, Marathi, Punjabi, Tamil, Bengali, Telugu and other Indian regional languages. Gaana$$s music library enables avid music lovers to choose from amongst millions of songs available in multiple languages and listen to them on the go$.$

Gaana$$s Business Objectives

Gaana wanted to hit the right note online and what better platform than Facebook could have helped to leverage high traffic. The prime objective of this sensational free music service provider is to get $$a mobile foothold$.$ This implies that Gaana wanted to target Indian music lovers over the age of $18$ years and drive their focus towards downloading the Gaana music iOS and Android mobile apps to have a larger and widespread mobile presence.

Besides this, there was another business objective that Gaana wanted to accomplish, which was to measure the returns on the advertising investments made by the music company.

What would be their strategy and results? Explain key learnings as well.