CASE STUDY · 02 · OTT · MARTECH
10 lakh conversations. 89% read. 42% CTR.
10 lac
messages
89%
read rate
42%
CTR
Tier 1 & 2
cities
The brief
A leading OTT platform needed to drive buzz around a flagship content launch — specifically, trailer views and app downloads, on a tight launch window. Email open rates wouldn't move the needle and paid social was already running. The brief: find a channel with deliverability that could carry a launch.
What we did
We deployed a precision-targeted WhatsApp campaign with personalised video plus text, segmented across smartphone owners, existing video consumers and recent social-ad engagers in Tier 1 and Tier 2 cities. Each message carried a personalised video preview of the trailer, a one-tap link to the app store, and a fallback web link for users without the OTT app installed. The list was pre-cleaned for opt-in compliance and segmented down so the same user didn't receive duplicate sends across cohorts.
The numbers
Why it worked
WhatsApp deliverability is the dominant variable here. An 89% read rate on a 10 lakh-message send is not achievable on email or push — the channel itself does the heavy lifting, provided opt-in compliance is clean and segmentation is real. The 42% click-through rate is downstream of the personalisation — a generic broadcast at this scale would have peaked around 8–10%.
Client name withheld under confidentiality. Reference available on request under NDA.
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