Win with InMobi: Swiggy unlocks lock screen’s opportunities with Glance

Bored with daily home-cooked meals, how many times have you ordered food from one of the food delivery apps? Most probably, a few times. The convenience of selecting a delicious meal and getting it delivered to one’s doorstep is a delectable proposition.

Here’s some food for thought – as per a report by Technavio, the online food delivery market in India is expected to increase by $716.53 million from 2021 to 2026, registering a CAGR of 28.13%.

Tapping into this growing market is Swiggy, India’s leading on-demand convenience platform. With mobile content consumption shifting from switching between apps to waking up to a smartphone’s screen, Swiggy chose to add newer content capabilities that can steadily generate performance gains at optimised costs. The brand decided to leverage the first touchpoint for users on mobile – the lock screen – as a mainstream channel to strengthen its media mix. For this, Swiggy partnered with InMobi’s Glance to reach food lovers via a first-of-its-kind lock screen content platform integrated into 80% of new smartphones sold in India.

Glance enabled Swiggy to connect with users from beyond the metros to scale new user acquisitions. To increase the install-to-purchase ratio, Swiggy targeted audiences with higher purchasing power by identifying premium smartphone users and high-intent audiences on e-commerce apps, real money games, payment, and fintech apps. Furthermore, by combining organic brand data with rich intent signals from InMobi, Swiggy targeted niche users who are more likely to convert into frequent purchasers.

Armed with the right audiences, Swiggy delivered unintrusive content on the lock screen with scrumptious delicacies and a call-to-action (CTA) ‘Install Now’. Further, Swiggy personalised the user experience by displaying ads before mealtime, showing hyper-local breakfast, lunch, and dinner delicacies. The one-click app install feature on Glance facilitated a seamless first-order experience for users. Viewers could download the app without visiting the Play Store.

As a result of the innovative mobile campaign, Swiggy achieved a high-quality consumer base that transacted on the app for a period of nine weeks. The brand saw significant performance gains with a 29% increase in Month-on-Month first orders and an impressive 30% lower cost per new user on food delivery.

By grabbing the attention of high-intent consumers right from the lock screen, Swiggy fuelled growth for its food delivery business.

 

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