Swiggy case study

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Swiggy’s growth scaled with 11K+ new orders each month

The Story

Swiggy is India’s largest and most valuable online food ordering and delivery platform. Founded in 2014, the brand is based out of Bengaluru, India and as of December 2019, is operating out of 500+ Indian cities. The innovative technology, large and nimble delivery service, and exceptional consumer focus at the brand enabled a host of benefits that includes lightning-fast deliveries, live order tracking and no restrictions on the order amount, all while having the pleasure of enjoying your favourite meal wherever you’d like it.

The Solution

The goal of the campaign was to help deliver as many new food orders each month using the app while also maintaining the lowest cost per customer acquisition. Their KPI to measure the success of this campaign was to achieve as many first orders each month at the lowest cost per acquired user. The brand tested and invested in advertising on Snapchat based on performance of a publisher through various parameters such as average order value, frequency of order, coupon redemption and type of restaurant chosen for delivery, all indicators of where the brand should continue to invest.

The brand leveraged multiple Snap ad products and found great success with Snap Ads. They used Snap Ads to run app-install campaigns and experienced great success, not only in terms of number of installs, but also in terms of the quality of users.

They used a combination of lookalike and predefined audience targeting to effectively reach Snapchatters who were more likely to engage.

The duration of the campaign was from June 2019 to Dec 2019.

The Results

The brand used Snapchat’s Ad platform for over a year and went live with ‘always on’ programmatic performance campaigns using ‘Story and Snap Ad placements’ to deliver positive results.

The brand witnessed an 18% growth in first orders during June to December 2019 and approximately a 49% increase in first orders when compared to June to December 2018¹. The brand continued to grow with Snapchat and their growth scaled month over month, delivering a minimum of 11k+ new orders each month¹.

“At Swiggy, we are always on the lookout to test new platforms to expand our customer base. By partnering with Snapchat, we were successfully able to reach incremental Gen Z’s in densely populated urban areas resulting in a higher number of new users from this super relevant user segment. Snapchat Story and Snap ads proved to be an effective and efficient platform allowing us to boost our performance campaigns and showcase our creative prowess.”
– Sudeep Bansal, AVP Marketing, Swiggy