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Category
Innovation in Social Media
Annual ID
OS_SM20_109M
About the Work
Swiggy, with its fleet of 200,000+ delivery personnel across 500+ cities & $3.3Bn valuation is India’s #1 food-delivery app. Competition is at its heels fighting for market share, especially among millennials & it’s never been more important for Swiggy to be the preferred choice for an increasingly hard-to-reach target. This typical customer orders from Swiggy about twice a week and it is one among the many brands they think about when they're hungry. We needed an idea that would drive brand engagement and evoke hunger using social media. Late-2018, Instagram launched the voice notes feature in Direct Messages & unlike other platforms, voice messages on Instagram created waveforms that closely resembled all kinds of food shapes – kebabs, fish, noodles etc. Voila! Hacking this feature, we created the “Voice of Hunger Challenge”, asking the brand’s followers to recreate food shapes using voice notes over a hilarious contest to win a year’s worth of food vouchers. Over 150,000 voice notes, 7700% increase in Instagram traffic & 1165% increase in brand interactions later, the campaign drove a 2400% increase in app traffic from social media and set the way to doubling its social following in the following 9 months.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Dentsu Webchutney / Bengaluru
Chief Digital Officer
Prashant Gopalakrishnan
Gautam Reghunath
Creative Director
Amey Chodankar
Ashwin Palkar
Executive Creative Director
P.g. Aditya
Social Media Manager
Phani Kumar
Keerthi Kumar
Account Team
Gd Prasad
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