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Swiggy is a complete food ordering and delivery solution that connects neighborhood restaurants with urban foodies. With its own fleet of delivery personnel and the USP of ‘no minimum order value’, it is recognised as one of the fastest growing businesses in the food-delivery sector. Today, Swiggy serves meals from more than 5000 restaurants across 8 cities by means of a mobile app and a website.

Goal
The Goal

Valued at $15 billion, food-delivery business in india is set for an exponential growth. In this vast and competitive market, Swiggy aims to maintain its market share by targeting maximum scale across its 8 focus cities- Mumbai, Pune, Bangalore, Hyderabad, Chennai, Delhi, Gurgaon and Kolkata. To expand the business and address the customer need for convenience, Swiggy focussed on maximising its user base and order volume with its digital marketing strategy. All this while keeping customer acquisition costs low and ensuring high lifetime worth of the acquired users.

Approach
The Approach

Sokrati crafted a two-pronged channel strategy to scale up app and web orders while focussing on new customer acquisition and retention of existing users. A mix of channels- Google and Facebook were used to achieve maximum volume with minimum spends. Google search campaigns were used for scaling online customer acquisition and orders while Facebook advertising campaigns were used to improve app downloads and drive in-app transactions through re-engagement campaigns.

Solution
The Solution
  • Improved reach and tweaked bidding models
    Using Facebook’s optimized CPM bidding models and selective targeting, Sokrati garnered high install volume for Swiggy app. At the same time, Engagement campaigns retargeting existing users were launched to scale up orders through the web and reduce the overall cost per order (CPO). Through continuous optimization and monitoring, high performing ‘hours of day’ and ‘days of week’ were identified. Budgets were focussed on these hours and days to garner maximum conversions at minimum cost.
  • Insight driven and thematic campaign structures
    Using Sokrati’s proprietary tool an exhaustive keyword set was prepared. This was used to launch city level campaigns targeting top 100 restaurants in each city. Further, using relevant ad copies and tightly themed ad groups ad scores were improved, resulting in a 20% reduction in cost-per-clicks (CPCs).
  • Minimise CAC
    Sokrati’s suite of tools were used to optimize campaigns on the basis of best performing hours/days promoting thus enabling the team to capitalize on the right time to reach out to each user with the relevant meal menu which in turn helped in achieving lower CAC and garner more orders.
  • Optimizer driven budgets and experiments
    Using Sokrati’s automated optimizers, top performing keywords were identified and targeted. This helped in increasing relevant traffic to the website by 15% and reducing cost per conversions by ~ 12%. By conducting A/B tests of ad copies, location and device level bid tweaks customer acquisition cost were brought down by 50%.Using Sokrati’s internal tool for Landing page optimization, we could determine the 404 errors as well as 403 errors specially for our campaigns which have their landing pages dynamically generated. This ensured avoiding wasteful spending and improved the overall user experience. Landing pages with errors were highlighted to the Swiggy team and necessary actions were taken well in time .
  • The Results
    Swiggy along with Sokrati set new benchmarks when it reduced cost-per-install (CPI) by more than 66% and reduced CPO by ~50% with spends scaling up by a factor of 11x in last 20 odd months of association. On a month-on-month basis the transaction volume expanded exponentially at a rate of not less than 2X while costs kept coming down by an average of 10-15%.
Key Wins
Key Wins

66%

Lower cost-per-install (CPI)

50%

Lower CPO by ~50%

11x

Spends scaled up in last 20 months

2x

Increase in transaction volume on a month-on-month basis

10-15%

Costs lowered

testimonial
Testimonial

Our experience with Sokrati team has been tremendous. Their depth of knowledge and industry expertise sets them apart from other agencies. Sokrati understood our business, users and goals in depth and delivered a phenomenal growth on both Facebook and Google. The team knows when to turn what lever to achieve the desired scale within optimum spends. It has been a pleasure to work with them and has exceeded our expectations every step. It is truly their hard work and dedication that has been helping Swiggy revolutionize the way India eats.

Ashish Verma, AVP Marketing, Swiggy
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