Win with InMobi - Zomato wins over foodies with lock screen storytelling

The lock screen is turning out to be the mobile phone’s most exclusive real estate. More and more brands today are leveraging the appeal of the lock screen to precisely target the audience. Zomato is one such brand that has been honing to perfection its lock screen strategy to win over foodies with fun, immersive experiences.

Zomato decided to tickle consumers’ taste buds and own disproportionate mindshare by adopting the Glance lock screen as its medium of choice. They did this by delivering stunning imagery of delicious treats to Glance users, along with quirky one-liners, topical and relevant quips around their favourite food and funny memes.

Zomato partnered with Glance to create personalised content around food, to engage with customers from different regions and in different languages. The content was topical, quirky, and engaging.

By precisely targeting the audience on the lock screen, Zomato was able to reach out to an 18+ pan-India customer base. Zomato’s continued presence on the lock screen was built keeping in mind a frictionless experience, supported by native storytelling. This helped the brand in wooing new and potential customers with a lock screen takeover.

Following this strategy, Zomato was able to garner cumulative impressions of 2.5 billion. Zomato’s screen zero activity kept 60 million unique users engaged month on month, with a record 19million clicks delivered on the lock screen. Majority of the customers found the content to be highly relevant and relatable, witnessed in the uplift of 12% in message association. Meanwhile, topical creatives caused the highest uplift in ad impression. Moreover, the success of the campaigns was reflected in the purchase intent, which shot up by 6% at the end of the quarter.