Weekly Case-based Presentation # 1

Swiggy TikTok Campaign - ‘Swiggy Starhunt’

Swiggy: Brief Introduction

Founded in 2014 by Sriharsha Majety, Nandan Reddy and Rahul Jaimini.Swiggy is a food
ordering and delivery company based out of Bangalore, India. Swiggy started small,
delivering food to a few neighborhoods in Bengaluru alone.

Swiggy was inspired by the thought of providing a complete food ordering and delivery
solution from the best neighborhood restaurants to the urban foodie. A single window for
ordering from a wide range of restaurants, they have their own exclusive fleet of delivery
personnel to pick-up orders from restaurants and deliver it to customers. Having their own
fleet gives them the flexibility to offer customers a no minimum order policy on any
restaurant and accept online payments for all partner restaurants that they work with. Their
delivery personnel carry one order at a time which ensures they get reliable and fast
deliveries.
With simple and elegant interface, they have caught buyers’ attention.

On selecting location, users are taken to a list of restaurants near them arranged in descending
order of ratings. They can pick any one and start adding any item from the listing to the cart.
Simply press + or – button to adjust the cart. And can check the cart to see how much it will
cost them in total.

The checkout process has Card payment, Net banking, Paytm wallet and COD options as
payment methods. The process is simple and within 2 mins, they are done ordering.

At present, Swiggy is a leading name in the food delivery industry with an estimated net
worth of $1 Billion and industry net revenue of $ 7,730 Million. The brand has a network of
2,50,000+ delivery partners across the nation, serving more than 100 cities. Most of their
consumers lie in the age bracket of 18 to 34 years and their top competitors include Zomato,
Food Panda and Uber Eats. 

Case Summary

In a bid to break the monotony and inspire delivery partners to bring out their creative side
while on the job, Swiggy worked with Social Beat to launch ‘Swiggy Starhunt’.

This platform encouraged delivery partners to showcase their talents by uploading videos on
the popular video-sharing app TikTok. Channeling their inner-prima donnas, a majority of the
delivery partners showcased their talents brought out through various art forms including
acting, dancing, singing, musical instruments, etc.

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Problem Statement (Campaign Objective)

A talent hunt with a cause, the brand opted for a localized social media strategy to connect
with an eclectic mix from around the country. It also looked at the big picture of career
growth by giving DPs the opportunity to pursue their talent as a secondary source of income.

Brief

The aim of Swiggy Starhunt was to keep the DPs engaged and a fun break from the rigmarole
of a demanding job. The campaign focused on making their delivery job more entertaining
when given a chance to bring out their lesser-known, fun side.

Creative Idea

Video-sharing app TikTok has gained tremendous momentum over the last two years, with
maximum growth coming from India. An app that entices the younger generation to show off
their acting, singing, and dancing skills, a huge section of its users hail from tier 2 and 3 cities
in the country.

Bearing this information in mind, and the fact that most of these users get fewer opportunities
to showcase their artistic talent on a national level, this campaign persuaded them to put their
best foot forward while doing what they do best – delivering goodness to hungry customers.

Execution

With a constant social media campaign running, the brand also shared 4 different teasers
about the talent hunt. The teasers had a tinge of drama suffused with popular puns of today to
make them more relatable and reach out to the target audience from tier 2 and tier 3 cities.

Considering how diverse the content is, Swiggy made the teasers and social media campaign
in 11 regional languages so that no one missed this opportunity. A talent hunt driven by a
popular social media platform makes it more accessible to people and, thus, a collaboration
designed to deliver.

The campaign was promoted on Facebook and on the Delivery Partner App.

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Watch Now: https://www.facebook.com/watch/?v=859465437770038

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Watch Now: https://www.tiktok.com/tag/swiggystarhunt?
language=en&name=&u_code=d6b1j6c1e7bma5&timestamp=1563810173&user_id=669451751847
9098886&utm_source=whatsapp&utm_campaign=client_share&utm_medium=android&share_app
_name=musically&share_iid=6714449895557170949&enter_from=h5_m

Campaign Results

Quantitative: Over 350+ Delivery Partners participated and 1500+ videos were uploaded on
TikTok which garnered a total of 44M+ Views.

Qualitative: This campaign helped Swiggy create as a platform for Delivery Partners to
showcase their talent and positioned the brand as a great place to work in.

Adapted from: http://www.socialsamosa.com/2019/09/swiggy-tiktok-campaign-case-study/