Case study: How Swiggy received 11,000 plus new orders each month with Snapchat’s ad format
Apr 30, 2020, 10:00 IST
- Swiggy entered into a partnership with Snapchat for six months last year to increase their user base, cater to a new set of audience and explore new ways of marketing.
- Tarika Soni, Head of Commercial Strategy and Ad Monetization for India, Snapchat, shares how Snapchat helped Swiggy deliver the right messaging to Gen Z, what parameters were applied while choosing the ad formats on Snapchat, and why the delivery giant chose to extend the partnership with the platform.
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Swiggy, an online food delivery platform, wanted to increase its user base and cater to a new set of audience. In a 6-month-partnership with Snapchat in 2019, Swiggy explored its ad format that helped it deliver 11,000 plus new food orders each month at the lowest cost per customer acquisition.Explaining why Swiggy chose Snapchat, Sudeep Bansal, AVP - Marketing, Swiggy, said, "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."
Campaign duration: June 2019 to Dec 2019.
Client’s filters:
Swiggy tests and invests in partners based on the performance of a publisher through various parameters such as average order value, frequency of order, coupon redemption and type of restaurant chosen for delivery.
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Campaign results:
Swiggy has been using Snapchat’s ad platform for over a year now and are still live with ‘always on’ programmatic performance campaigns using ‘Story and Snap ad placements’ to deliver positive results.
Impact:
- Swiggy witnessed an 18% growth in 1st orders during June 2019 to December 2019 and approximately 49% increase in 1st orders when compared to June 2018 to December 2018.
- A minimum of 11k+ new orders were delivered each month.