2 Golds and 1 Bronze for InMobi Advertising at The MADDIES 2024

InMobi Advertising recently celebrated 3 remarkable achievements at the The MADDIES 2024 by exchange4media. Take a look at the two winning campaigns with Swiggy and Johnson’s Baby, and Interactive Avenues.  

Swiggy’s Standout Recipe for Driving App Downloads and Purchases  

Awards: Gold – Campaign to Drive Sales and Gold – Most Effective App Install Campaign  

The Challenge: Acquire new Customers and Reactivate Dormant Ones 

India’s rapidly booming quick-commerce space has several key players. While Swiggy dominates this market with a major share, retaining its position, increasing order volume, and enhancing customer lifetime value (LTV) remain key challenges. Therefore, Swiggy sought to acquire new customers for Instamart and reactivate dormant ones for its Instamart and Food services. 

The Solution: Effective ad Experiences Across the Mobile Journey 

With people constantly being on their phones, Swiggy knew it had to leverage effective placements across the mobile journey to drive purchases as well as acquire new users. Thus, Swiggy leveraged InMobi Advertising’s robust performance solutions that offer access to inventory on the Glance smart lock screen  and mobile apps on Android and iOS through ad exchanges.  
Let us dive into the major highlights from this campaign that led to not one, but two recognitions at The Maddies 2024 by exchange4media. 

How the Campaign Drove Sales for Instamart and Food Services 

 • Reactivating Dormant Users: Leveraging in-app ads on Android and the Glance smart lock screen, Swiggy reignited interest among inactive users for its Food and Instamart services, offering personalized promotions tied to holidays and events.  

 • Leveraging Key Moments: With well-timed, relatable, and occasion-specific visuals and messaging, the brand captured customer interest during key moments like weekends, holidays like Valentine’s Day, and cricket tournaments.  

 • Localized Offers: By tailoring offers for Tier-1 and Tier-2 cities such as 60% OFF" for Tier-1 users and "FLAT ₹150 OFF" for Tier-2, the campaign resonated with a diverse audience, ensuring high engagement and repeat purchases for Swiggy Food.  

How the Campaign Drove User Acquisition for Swiggy Instamart 

 • Smart Targeting: The campaign focused on high-LTV iOS users, tapping into their purchasing propensity to boost post-install conversions and long-term retention.  

 • SKAN-Driven Precision: Swiggy Instamart became one of the early adopters of StoreKit AdNetwork (SKAN) for iOS in India, leveraging InMobi Advertising’s SKAN-dedicated bidder to optimize campaigns based on Apple’s attribution framework.  

 • Lookalike Audiences: By creating lookalike audiences using unattributed data, Swiggy ensured that its ads reached users with the highest likelihood of engagement and app installation.  

 • In-app Display and Video ads: The brand ran a mix of in-app display and video ads programmatically on SKAN inventory by leveraging lookalike audiences created using the advertiser's unattributed data. 

The Results 

 • 82% increase in repeat purchases 

 • 71% increase in installs in just two quarters 

Get in-depth access to Swiggy’s award-winning campaign here.  
 

Johnson’s Baby’s Thoughtful Campaign to Boost Product Adoption 

Award: Bronze – Best Use of Vernacular Language in Mobile Advertising  

The Challenge: Reaffirming Commitment to Safety and Boosting Product Adoption 

India’s baby care market has seen a surge in competition, with new brands entering the space alongside established players like Johnson’s Baby. For a category where trust and safety are paramount, the stakes were high. Johnson’s Baby sought to reaffirm its commitment to safe, gentle products for newborns by building emotional connections with new moms and moms-to-be. Through this, it also sought to increase product adoption in a crowded market. 

The Solution: A Thoughtful, Vernacular Campaign 

Johnson’s Baby collaborated with InMobi Advertising and Interactive Avenues to engage with Indian mothers on a channel where mothers spend a significant amount of time: mobile.  

Let us see the highlights of this memorable experience created by the brand. 

How the Campaign Drove Consideration and Connections 

• Hyper-Targeted Audience Cohorts: Johnson’s Baby identified and prioritized a key audience segment: third-trimester mothers; a group which is deep in the nesting phase and actively makes baby care decisions. 

• Location-Specific Targeting: Maximizing relevance, the campaign employed polygon targeting to focus on maternity clinics, hospitals, and other locations frequented by expecting mothers. 

• Personalized Vernacular Messaging: With content available in eight Indian languages, including Hindi, Tamil, Marathi, and Assamese, the campaign ensured mothers could engage in their native tongues.  

• Bite-sized videos: With bite-sized videos, a format preferred by new mothers, the brand delivered the core message, “Promise from day 1,” in a way that felt personal and relatable. This was paired with a simple yet impactful call-to-action leading viewers to the Johnson’s Baby website. 

• In-app ads across popular apps: Video ads were served on OTT apps and casual games popular among women, ensuring precise delivery of the brand message where the audience was most engaged. 

The Results 

• 16% higher video completion rates than industry benchmarks 

• 7-point increase in brand awareness, particularly among women aged 18-24 

• 34% of viewers strongly associated with the brand’s message of trust and safety 

Read Johnson's Baby's success story here. 

These mobile-first experiences not only showcased cutting-edge marketing innovation but also delivered measurable outcomes that set a benchmark in the industry. Discover similar success stories here. Or write to us at mobilemarketing@inmobi.com and let us craft a winning story for your brand.