With right audience recognition, Swiggy provides its customers with a hassle-free, fast and reliable delivery experience.
Challenge
Being India's one of the largest food delivery platforms, Swiggy wanted to boost its new user acquisition rate by not compromising on the identification of loyal audiences.
Approach
Merkle 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 the cost per installs while scaling up with the help of Instagram stories.
“We were looking at ways to extend 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
General Manager - Marketing, Swiggy
Results
30%
lower cost per install using Instagram Stories (compared to other campaigns)
17%
Increase in app installs using Instagram Stories (compared to other campaigns)
Keys to success
- Swiggy identified the scope of finding potential audiences in Instagram Stories to scale up the business.
- Swiggy wanted to grow its customer base, thus collaborated with Merkle Sokrati to strategically design creative assets to scale up the performance.
- 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.
