KukuFm increased their premium trials by 3x with Moloco

About KukuFM

KukuFM is transforming how India experiences audio content — redefining traditional radio for a new generation. With an expansive library spanning across education, spirituality, entertainment, and more, KukuFM serves over 40 million listeners, including 2.5 million paid subscribers. By offering content in multiple Indian languages — such as Hindi, Tamil, and Bengali — the platform has become a household name across the country. KukuFM's innovative freemium model provides free and premium content, fostering a deeply engaged, nationwide audience.

Challenge: Scaling acquisition across India with affordable CPA

KukuFM's mission is to bring culturally rich, vernacular content to audiences across India. They aimed to expand efficiently into new regions while maintaining an affordable cost per acquisition (CPA). The challenge lay in scaling their approach to reach more listeners who would benefit from their localized content while maximizing the impact of their marketing spending. Their goal was to strategically grow their engaged listener base in a way that honored their commitment to delivering accessible, high-quality audio content.

Solution:  Leveraging Moloco’s smart platform for targeted optimization

With Moloco, KukuFM gained strategic advisors and a dynamic platform to help them acquire the right users and remain dedicated to driving sustainable growth. The collaboration started with Moloco consulting closely with KuKuFM to design an optimized user acquisition strategy. Together, they implemented a dual approach: running concurrent campaigns that were carefully tailored for specific regional states alongside broader pan-India efforts. This balanced strategy enabled KuKuFM to target the right audiences in localized markets while also scaling acquisition efficiently across the country, all while keeping the cost per acquisition (CPA) under control.

The foundation of this success lies in Moloco's advanced machine learning platform. By leveraging sophisticated models that analyzed real-time data, Moloco helped KuKuFM strategically engage high-value users and derive actionable, data-driven insights to continuously refine their campaigns. The technology optimized bidding and targeting dynamically, ensuring that KukuFM reached relevant listeners efficiently and at the most effective cost. This data-driven approach allowed KukuFM to maximize marketing impact and scale its user base without sacrificing CPA efficiency.

Moloco's role as a strategic advisor didn't end there. The teams engaged in regular performance reviews, where Moloco provided critical feedback and strategic recommendations. Insights into creative performance were valuable, as they enabled KukuFM to iterate on their ad visuals and messaging, ensuring campaigns resonated strongly with their target audiences. This continuous optimization process — powered by Moloco's deep expertise and consultative support — helped KukuFM unlock new opportunities and sustain rapid growth.

The partnership blended KukuFM's deep understanding of regional content preferences with Moloco's cutting-edge technology and strategic insights. Together, they built a scalable and highly efficient user acquisition framework, positioning KukuFM to thrive in India's competitive audio content market.

Results: 3x increase in premium trials and 20% CAC improvement

After seamlessly setting up and running their campaigns, KukuFM saw terrific growth using Moloco's platform:

• Increased their premium trials by 3x through targeted campaigns
• Improved CAC efficiency by 20%
• Increased app installs by 12x, driven by optimized strategies and refined creative iterations

"Collaborating with Moloco has transformed our marketing efforts, as they are one of the few partners consistently achieving our KPIs. Their advanced machine learning technology, exceptional support, and actionable insights have empowered us to optimize campaigns effectively and drive significant growth. We've found that their commitment to understanding our unique challenges has allowed them to provide tailored strategies that enhance our operational efficiency. Moloco is an invaluable ally in our journey toward growth and innovation." — Sachin Kumar Singh, Associate Vice President, KukuFM

Through its partnership with Moloco, KukuFM has built a foundation for driving sustainable growth across India's competitive audio content landscape. 

If you're interested in learning more about Moloco, reach out to us today.