Challenge

Swiggy, with its fleet of 120,000+ delivery personnel across 100+ cities, 30 million orders per month and 3.3 billion dollar valuation, is the poster-child of India’s online food-delivery market. Competition is at its heels fighting for market share, especially among millennials.

Brands understand that their relationship with this age cohort is critical to long-term growth. Its never been more important for Swiggy to be the preferred choice for an increasingly hard-to-reach target.

We needed a campaign that would increase preference of Brand Swiggy among its core user-base (18-35 y/olds), increase engagement with Swiggy’s online community through a one-of-a-kind experience, increase the fan-base on Instagram and create a memorable experience around the brand that aid visits to Swiggy.

Solution

"Bluueeblaahhhbleehhhblueeblahblehblue": an odd gibberish tweet from one of India’s biggest brands.

While the Twitter-verse was trolling us for our tweet, little did they know that they were helping launch our biggest social media campaign ever. Fans were soon introduced to five films featuring hilariously innovative ways to get their voice-notes to resemble food shapes & win a year’s worth of food.

Over 100 comedians, musicians, rappers, actors and DJs formed the core team of influencers driving voice and sound experiments for the campaign.

We featured unique creations and replied in real-time with either text or voice. Reaction & making-of videos went live from Swiggy HQ through unique partnerships with popular radio stations like BigFM, and young publishers like Scoopwhoop.

All this, while Instagram blocked us 11 times giving the campaign an unexpected PR-push.

Result

The campaign generated 16 million+ social impressions and over 150,000 voice notes.

During that time, Swiggy witnessed a 40% rise in Instagram followers resulting in over 40,000+ new 18-35 y/olds joining our Instagram communities.

The brag-factor of creating a perfect voice note meant users organically ended up sharing their creations and as a result, Swiggy’s Instagram reach went up by 7,700%.

Swiggy amassed a 2,100% spike in traffic to its platform from Instagram and a totally unintentional 24% average increase in orders for food resembling our most popular voice note creations.

The nature of the campaign resulted in 1,165% growth in brand interactions.

The campaign crossed borders, receiving entries from Italy, Japan, Thailand and Canada – countries Swiggy didn’t even deliver to.