Best Social Media Campaign- Swiggy

Sudden midnight cravings? Too lazy to step out and eat? Want a perfect meal for your movie night? Or want to compliment your everyday meal with something special? We all know the solution to these! “SWIGGY”

With its amazing online and offline campaigns, Swiggy is now a household name!

Swiggy relied heavily on television and social media for brand building. Print and Outdoor advertisements are used for hyper local marketing. With some of the best social media campaigns and video advertisements Swiggy has been able to connect to its entire target audience. The Target Audience For Swiggy: from 16 years olds to above 55 years old whoever is hungry is the target audience for Swiggy. With an easy app interface and COD option Swiggy has got everyone under its roof.

Swiggy is using Social Media to communicate with it’s most profitable customers- “millennials”. The content strategy of Swiggy involves humour, wit, topical content as well as high customer interaction and engagement. Here’s a look at some of Swiggy’s social media strategies-

1. The meme culture: Millennials talk the language of memes, they find it relatable and shareable. These memes go viral within minutes and create maximum customer engagement. Swiggy has understood this and has spiced up it’s Instagram and Facebook handle with memes.

Meme culture

2. Topical Content: Swiggy’s content strategy includes timely, relevant content that creates buzz amongst millennials. Swiggy has been quick enough to deliver topical content in the form of striking graphics for all occasions in a sometimes a sweet and sometimes a humorous way. May it be a cricket match victory or a celebration for love Swiggy has got it all! One of the best topical marketing campaign was when Instagram music released. Swiggy showed various Stages from selecting what food to order till when the delivery boy reaches. Each stage was different emotion and was potrayed with a different song.

3. Aesthetic feed: Social media is all about aesthetics. When it comes to food, hunger jumps in. B y looking at mouth-watering, delicious food placed in appealing backgrounds. Swiggy has done it right and has been successful in creating a exciting feed for their customers.

4. Keep it simple but witty! - Every Instagram post of Swiggy has simple graphics complimented with a bit of humour and supported by a witty caption. This improves the reach for Swiggy and the shareability also goes up. These posts are light-hearted, funny and relatable.

5. Twitter Quiz it up campaign: Swiggy holds two weekly quizzes on twitter. One needs to

follow Swiggy and retweet their tweets using the hashtags #SwiggyTuesday and #LightnighFastQuiz. The brand expands it’s reach and creates activity on it’s twitter handle.

6. Happy customers! - Along with all this Swiggy also retweets tweets shared by customers who are pleased with the service creating engagement.

7. E-mail marketing- Swiggy has been the best at E-mail marketing. It sends personalized e-mails for every occasion. May it be a New Years mail or a simple Valentine’s day mail Swiggy always put a smile on the face of the reader. These personalised mails increase brand recall as well as customer loyalty amongst users.

Apart from social media Swiggy is also doing well with it’s offline campaigns and television commercials.

One of the best campaign for Swiggy was its 2018 IPL campaign where Swiggy used slice of live advertising technique to promote the app. Three ads were released for the IPL campaign where Swiggy used relatable, every day life scenarios and how Swiggy could play an important role to bring convenience in everyday life.

Also, they joined hands with Hotstar so people could directly place orders from Hotstar while seeing the match so that they don’t miss out on any part of the match. The main insight for the campaign was that Food and entertainment go hand in hand. In India people do not want to be interrupted during a cricket match so Swiggy tell them to enjoy the match while Swiggy would take care of all it’s food needs. The campaign proved to be profitable for Swiggy as the brand recall it created lasted for months.

Swiggy also has various other heart touching campaigns like “what’s in a name” campaign where they tell customers to treat delivery boys with respect as they realised a lot of delivery executives were mistreated on the phone. They told people to address the delivery boys by name rather than Swiggy.

Another such campaign was #safety first campaign which also had a tremendous reach and garnered about 16,000 views on Instagram.

Swiggy has been able to create effective advertisements with minimum dialogues and simple storylines. Most of the TVC advertisement focus on how Swiggy has brought convenience to the lives of people. Simple and relatable storylines have worked very well for Swiggy.