In the mobile-first world, seamless experiences are gaining steam and reigning supreme among “always-on” users. We all want to reach what we love in a prompt and frictionless way, and Swiggy, India’s leading on-demand convenience platform, recognized this. The brand’s one-click install campaign in partnership with InMobi and Glance bagged a silver at the Mobile Marketing Association’s SMARTIES APAC 2023 under the Instant Impact/Promotion category. Not only does this reinstate Swiggy’s ever-innovative approach, but it also points toward one thing: smart lock screen experiences are the key to victory. Let us explore the brand’s award-winning campaign journey!
A seamless smart lock screen experience, high personalization, and precise audience targeting.
Swiggy was on the lookout for unique ways and channels to amplify its growth in India and acquire high-quality users. The Glance smart lock screen fit right into the brand’s vision, opening up a world of possibilities. Equipped with new content capabilities that steadily generate performance gains at optimized costs, Swiggy leveraged the first mobile touchpoint for users.
By merging brand insights with rich intent signals from InMobi, Swiggy targeted audiences with high purchasing power and those showing strong intent on various e-commerce, gaming, payment, and fintech apps. This way, the brand prioritized users with a higher likelihood of becoming regular buyers.
New users were incentivized with welcome discounts and location-based deals stitched together with visuals showing hyperlocal cuisine tailored to individual tastes and a personalized experience with breakfast, lunch, and dinner delicacies based on the time of day. This instantly prompted users to take an action. To nudge the app installers to place the first order, the brand showcased a visually appealing offer and 10-second video ads on Glance with a 50% discount coupon.
The mobile experience led to the acquisition of a high-quality consumer base, with a 29% month-on-month increase in first orders, and a 30% lower cost per new user on food delivery.
Get inspired by more brands unlocking the full impact of the smart lock screen by reading our case studies.
To craft a compelling campaign on the first mobile touchpoint, write to us at mobilemarketing@inmobi.com
