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Swiggy is one of India’s largest food delivery platform, with over 35,000 restaurant partners and 40,000 delivery executives across 15 cities. The company’s app, which was the first of its kind in India, provides its customers with a hassle-free, fast and reliable delivery experience.

Goal
The Goal

Enticing foodies for installs.
Swiggy wanted to acquire more potential users.

Approach
The Approach

Sokrati crafted an extensive channel strategy to scale up new user acquisitions from app and web. Detailed analysis was performed in order to understand and identify Swiggy’s Customers’ persona, at the same time deep diving into the Audience behavior on instagram. The amalgamation of these two behaviors, helped us in deriving new lateral targetings, which then mapped to the apt creative strategy, helped us in driving down cost per installs while scaling up with the help of Instagram stories.

Solution
The Solution
  • Compelling Instagram Stories
    After having used Facebook and its family of apps in its past campaigns, Swiggy saw potential in Instagram Stories to find more potential users and scale up the business. So, it designed creative assets specifically for Instagram Stories to drive app downloads and then ran performance tests. The results showed a significant growth in new customers.Encouraged by the positive results, Swiggy invested further in ads in Instagram Stories. The brand put together appealing food imagery with enticing copy in a vertical full-screen format for an immersive experience. Swiggy then ran the Instagram Stories campaign over 3 months, reaching out to new potential users in the 15 cities where Swiggy operates.Swiggy was one of the first in India to adopt ads in Instagram Stories, and has successfully attracted many new app users. Today, the ads in Stories placement makes up 10% of its marketing mix on Facebook, Instagram and Audience Network. The campaign, which ran between January 1–March 31, 2018, resulted in:
Key Wins
Key Wins

30%

lower cost per install using Instagram Stories (compared to other campaigns)

17%

increase in app installs using Instagram Stories (compared to other campaigns)

testimonial
Testimonial

We were looking at ways to extent our reach, increase our mobile install count and expand our customer base. Towards this goal, Instagram Stories proved to be an effective and efficient platform, allowing us to boost our performance campaigns and showcase our creative prowess.’

Gokuldas K, Senior Marketing Manager, Swiggy
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