Swiggy
Why Is This A Swiggy Ad
@Talented.agency
With Aabhaas Shreshtha, Amith Nair, Aaliya Sheikh, Balaji Padmanabhan, Gautam Reghunath, Karthik Nambiar, Leena Gupta, Manish Joseph, PG Aditiya, Prashant Gopalakrishnan, Pooja Manek, Ritam Mukherjee, Sanket Audhi, and Teresa Sebastian
Background and Objective:
Faced with the challenge of distinguishing Swiggy, a multifaceted lifestyle brand, in the competitive digital space during Diwali, the objective was to create a unique social media phenomenon. The goal was to engage a diverse internet audience with a singular, impactful intervention, ensuring Swiggy remained top-of-mind.
Role:
As a Creative and Technologist, I worked on the campaign's creative manifestation and oversaw its microsite execution.
Strategic and Creative Approach:
The strategy was to tap into online communities and subcultures, aligning with their unique behaviors and preferences. The creative approach involved launching 'Why Is This A Swiggy Ad?' - a campaign designed to transform passive ad consumption into an interactive guessing game, sparking active engagement across the internet.
Execution:
The campaign was rolled out through Print, OOH, Websites/Portals, Social Media, and YouTube, each medium carefully chosen to seed conversations and engage a wide audience spectrum.
Challenges and Solutions:
One major challenge was achieving standout presence in the cluttered digital landscape during Diwali. The solution was to gamify the brand interaction, utilizing netizen behavior to foster brand interactions and advocacy.
Results and Impact:
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Business Objective: Achieved a 603% increase in brand mentions and reached 35.5 million people.
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Marketing Objective: Engaged Millennials and Gen-Z effectively, resulting in a 1000% increase in Twitter engagement and 500% on Instagram.
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Campaign Objective: Successfully created a trending topic, garnering 100% positive sentiment on social media and over 80K crowd-sourced theories.
