Swiggy
In a move that saw India’s first ever Total Takeover, Swiggy harnessed the power of Snapchat to combine culture and commerce in a unique campaign that celebrated Friendship Day and reached a staggering 66 million Snapchatters in a single day.
With Friendship Day on the horizon, Swiggy, a food delivery service in India, wanted to be part of the conversation. By acknowledging the role that food plays in friendships, Swiggy could show that it is key to the celebration and, in turn, drive commercial results. As a platform that prioritises real friendship, Snapchat was an obvious choice for the brand’s campaign.
Swiggy’s campaign in August was simple, but effective: let Snapchatter treat their friends on Friendship Day with a discount at Swiggy! To break through the noise, Swiggy harnessed Snapchat’s Total Takeover – the first brand in India to do so. A Total Takeover allows a brand to reserve three advertising placements on Snapchat across a country on a single day: First Story, First Lens and First Snap. This meant Swiggy’s Friendship Day messaging would be the first thing a Snapchatter sees when they open the app, providing them with an instant way to participate in the celebration – and keep the foodie streak alive with friends!
Swiggy’s collaboration with Snapchat was a huge success, reaching more than 66M unique users in a single day 1. 50% of the users who came to Swiggy were New or Dormant users 2, proving the power of Total Takeovers. The campaign also drove more than 60K transactions on the Swiggy app , with First Snap driving more than 60% of that 3.
More Ways To Win With Snapchat
new or Dormant users 2
reach 1
transactions on the Swiggy app 3
