Swiggy Reaches Out To Larger Audience
Objective
Swiggy Instamart collaborated with Mygate to strengthen brand awareness of its instant grocery delivery platform in new, untapped markets and boost user engagement in existing ones.
Swiggy chose to collaborate with Mygate to strengthen brand awareness of its instant grocery delivery platform, Instamart, in new, untapped markets and boost user engagement in existing ones. The brand sought to increase brand awareness, and sales in over 15 lakh Mygate homes in gated communities, more than 19,000 Mygate housing societies in 7 major metropolitan cities in India, phygitally.
Process
Defining the campaign’s goal was one of many steps in Swiggy’s physical campaign. The campaign used some physical and digital techniques to accomplish the goal. Swiggy Instamart promoted its product range and ease of delivery via the Mygate app. The campaign offered interactive options for community involvement, including competitions, limited-time deals, and coupons.
In order to spread awareness of these engagement events, messages were sent via the Mygate App to the contest winners in each society. In order to increase the brand’s awareness even more, Mygate erected signs in busy areas of each of the chosen societies. Within two weeks of confirmation, the complete campaign was carried out, including obtaining society permission, developing, acquiring, and installing collateral in the societies.
Result
Through the campaign, Swiggy Instamart was able to raise brand recognition in little over a month in close to 19,000 societies throughout important serviced areas in major cities. Due to the campaign’s timing during the holiday season, it was able to take advantage of significant celebrations like Ganesh Chaturthi and Diwali to create engaging engagement activities that promoted grocery shopping. The expected outcomes were increased brand recall and app engagement in these geographies.
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