Swiggy’s Instagram marketing strategy and innovative ideas

The Swiggy marketing team is soaring high under the able leadership of Vice President Srivats TS. With the arrival of the new COO, Vivek Sunder the company has seen much higher sales and incentives. In the much wow, Swiggy has been deliberately creating “Hatke” trends on Instagram and the people are loving it. Let us study Swiggy’s instagram marketing strategy as a case study.

Founded back in 2014, Swiggy is a food delivering digital platform with over 80k+ partnered restaurants and food places sprawling across 100+ cities! Which serves a variety of customer-centric services like fast delivery, no minimum order value, live order tracking, and all-day customer care support. It is quite evident from the scenes in the market that there exists a neck-to-neck competition. As always a race of who gives better money to the service equation. 

With the presence of social media, it is a boon for marketing agencies to allure millennials into using their services. Instagram is becoming more of a branding and marketing platform than a photo-sharing social media platform! A lot of marketing agencies are in the business picture, thanks to the popularity of Instagram. Swiggy left no stone unturned in trying out branding strategies. Starting from one on one interaction to trendsetting campaigns, Swiggy has done it all. 

Swiggy’s Instagram campaigns:

Voice of Hunger

Swiggy’s popularity saw exponential growth, when a campaign named “Voice of hunger“ started. It challenged people to send waveforms of voice notes in different shapes of food items in the brand’s direct messenger. The reward of this five-day-long campaign included a year’s worth of gift vouchers. It received Lakhs of entries were . The brand experienced an unbelievable 7700% increase in its Instagram reach, a whopping 1165% and 2100% growth in brand interaction and traffic to Swiggy from Instagram respectively. The campaign also ensured a 40000 rise in the Instagram followers aged between 18-35. Surprisingly there was a 24% increase in orders of food reassembling the most used and popular voice notes creations!

Big Hunger Fest

Recently Swiggy started another campaign named “Big hunger fest”. It was a thoughtful strategy to engage people with their brand. People were asked to study a map route which was posted on its Instagram feed and choose the shortest route for the delivery guy to complete the order. Many riddles involved within the pictures posted in a collage form in it’s feed. There were thousands of comments on the posts. The hashtag “SliceTheWay” was trending, where people posted stories with their answers. The reward for this campaign was Swiggy vouchers worth 6000 bucks. And who wouldn’t love free food, and when it comes this interestingly then its a must.

Changing times and trends

Another tactic of staying in the game is coping up with the changing times and trends. I doubt any other social media handle of a food tech company can do this with perfection like Swiggy. Starting from joining the line of trending memes to cracking posts of current breaking news. Swiggy’s Instagram feed is jammed with highly rich graphical posts having thought-provoking and logical insights to it. For eg: It joined the trend of #10YearsChallenge by posting a creative graphic that presented a landline telephone with a smartphone with Swiggy’s logo on the screen. Likely it upped the game by posting on every relevant topic which interested the users in large. Cricket has to be one when it comes to popularity in India. Swiggy didn’t stay back on this, its posts were clear messages and celebrations to the simultaneously happening matches of the Indian Cricket Team. 

The brand made sure that at no point in time people were left detached from the association with their brand, either by direct customer relationships or followers on Instagram. All festivals in India, whether small or big caught Swiggy’s attention. Its innovative posts were very much relevant to the events or festivals happening around. To put things in simple words, Swiggy has a dynamic and flexible marketing strategy backed by creative and innovative posts, campaigns and offers.

How is Swiggy staying consistent in the Instagram marketing game?

Swiggy has been continuously generating the content of all dynamics on Instagram, be it offers, memes, daily quotes, breaking news, and most importantly user-generated content. It is focusing on a highly satisfactory approach for its content strategy which is filled with humor, awareness, wit and customer satisfaction. 

Swiggy has been continuously generating contents of all dynamics in Instagram, be it offers, memes, daily quotes, breaking news and most importantly user-generated contents. These contents are already trending on the internet or have the possibility of going viral. It is focusing on a highly satisfactory approach for its content strategy which is filled with humour, awareness, wit and customer satisfaction. 

Swiggy’s style of marketing

Best described as adaptive, innovative, challenging and dynamic! The brand has lately taken on Netflix on Twitter with some funny PDA (Public Display of Affection). It has also collaborated with Spotify to serve Twitter a perfect opportunity to interact with the brands as they were provided with the best combination of good food and good music! The creation of the campaign #EatThe Playlist has been a seemingly random tweet initiated by Swiggy which in turn led to the conversation around users creating their own “Playlists” on Spotify as a part of #EatThePlaylist campaign.

Promoting causes which are beneficial or important to the society, creating posts that resonate with the audience, creating hashtags, targeting a particular set of audiences, i.e, the Millenials and sharing user-generated contents which makes an organic Instagram growth, which in turn will act as leverage in the field business.

Swiggy has been an early innovator in Moment marketing, involving Social media interactions. It helped to flock in audiences with sticking to the brand’s take on various topics. Looking back in time, it is clearly evident that Swiggy has been constantly in the customer-centric zone of working. The interaction upped with the advent of various trends like faceapp challenge, 10-year challenge and many more. It acted as a bridge between the brand and targeted customers. The entire thing made Swiggy look like what it truly is, young and witty.

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Visit the Swiggy’s instagram page: https://www.instagram.com/swiggyindia/