- 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.
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.
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.
Sharing why Snapchat is a good bait for advertisers, Tarika Soni, Head of Commercial Strategy and Ad Monetization for India, Snapchat, said, "We are excited to partner up with Swiggy and find innovative ways to engage with their core audience by delivering the most relevant message at the right time through our story and snap ads. Snapchat has an inherent advantaged to drive recency and relevance by maximizing the number of opportunities in a given day that can deliver a message because our users open our app 20 times per day on average and spend over 30 minutes from when they wake up, to when they commute, to when they’re shopping and going to sleep — these all represent opportunities to deliver the right ad message."
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.
- 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.