Case Study: Pioneering Music Streaming in Myanmar with JOOX
How do you launch a product in a market where the entire category is unknown? This was the central question for JOOX, a free music streaming app, as it prepared to enter Myanmar. Success required more than a great product; it required us to engineer a fundamental shift in consumer behavior.
The Challenge: Building a Market from the Ground Up
JOOX arrived in Myanmar with a powerful offering: thousands of songs, free to stream and download. While the app had earned rave reviews elsewhere, the concept of online music streaming was entirely new to the local market.
Our challenge was twofold. First, we had to educate consumers on the very idea of music streaming—what it is and why they need it. Second, we had to simultaneously establish JOOX as the definitive leader in this brand-new category. The primary focus was not to beat competitors, but to build the audience itself.
The Approach: A Sustained Strategy of Education and Engagement
As the retained digital agency for JOOX in Myanmar, Blink was tasked with driving brand awareness and user acquisition across all digital platforms. Our strategy was built on a high-volume, high-impact content engine designed to rapidly normalize music streaming and make JOOX a household name.
Over a strategic two-month launch period, we executed a multi-faceted plan:
- Intensive Content Saturation: We produced and deployed a minimum of 35 pieces of original Facebook content per month, utilizing a dynamic mix of video and still posts to capture and maintain audience attention on Facebook, Instagram, and YouTube.
- Strategic Brand Partnership: To amplify our reach and lend credibility, we launched two major campaigns in collaboration with OPPO Myanmar, a partner with deep resonance among our target audience.
- Relentless User Acquisition Focus: Every piece of content, every campaign, and every post was architected with a single goal: to not only raise brand awareness but to convert that awareness into tens of thousands of new users for the JOOX app.
The Impact: Dominating a New Category from Day One
Our sustained, strategic approach produced immediate and powerful results, successfully establishing a new market while positioning JOOX as its undisputed leader.
- Massive User Acquisition: The campaign drove tens of thousands of user acquisitions for the JOOX app within the first three months of its launch in Myanmar