Categories Name : Enabling Technologies

Sub-Category : Most Effective App Install Campaign

Entry Name (Campaign) : Swiggy drives instant impact with one click install campaign on Glance

Results

Founded in 2014 as a food delivery app, Swiggy is India’s leading on-demand convenience platform today. With India's highly cluttered food and delivery space, Swiggy needed to create a standout campaign to acquire high-quality users and drive first purchases on the app. The brand decided to explore innovative channels to grow its business. Not wanting to get lost in a whirlwind of content, Swiggy chose to reach people before they unlocked their phones – with Glance, the first-of-its-kind lock screen content platform. The brand leveraged the InMobi Advertising Platform to reach Indian food lovers with high purchasing power. The campaign displayed scrumptious delicacies and an ‘Install Now' CTA on the lock screens. Based on the user’s location and time of the day, the brand served them offers and dishes for breakfast, lunch or dinner from hyperlocal cuisines appealing to their taste buds. By leveraging Glance's one-click install feature, Swiggy created a frictionless app download experience for users without leaving their lock screens. Additionally, the brand showcased captivating 10-second video ads and discount coupons on the Glance carousel, nudging new app installers to place their first orders. This high-impact performance campaign resulted in a: • 29% increase in month-on-month first orders on food delivery between August 2021 and February 2022 • 30% lower cost per new user on food delivery • High-quality consumer base with app transaction of 9 weeks, as indicated by the brand's retention range data. (The brand considers 6-9 weeks a strong number) Evidently, Swiggy delivered!