Swiggy Triples Its
Orders from Dormant
Users in One Year
with VEVE’s Unique
On-device Ads
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About the brand
Swiggy, established in 2014 and headquartered in Bangalore, is one of India's largest online food ordering and delivery platforms, operating across 500+ cities. As a key player in India's startup ecosystem, Swiggy holds the prestigious status of being a Unicorn Startup.
With a single app offering access to a diverse range of restaurants, Swiggy caters to the evolving needs of food enthusiasts nationwide. In addition to facilitating food delivery, Swiggy expanded its services to include on-demand grocery deliveries through Instamart and same-day package deliveries via Swiggy Genie.
THE STORY
Amidst the competitive online food delivery landscape, Swiggy aimed to boost its user engagement and stimulate growth within the inactive user segment- those who downloaded the app but hadn't made any transactions. Collaborating with VEVE, a performance marketing partner specializing in on-device advertising, Swiggy initiated a journey to rejuvenate its user base and amplify orders from dormant users within a year.
The challenge
With competition mounting, Swiggy sought innovative strategies to stand out in a market saturated with options and maintain its leadership in the online food delivery industry. The brand realised that solely relying on traditional advertising platforms like search and social media wouldn't suffice. Hence, they sought to explore OEM advertising, which offers access to high-engagement touchpoints on smartphones, with the aim to stimulate dormant users to interact with the Swiggy app in a seamless and non-intrusive manner.
Campaign objective
The primary objective of Swiggy's retargeting campaign, facilitated by VEVE, was to reactivate dormant users who had installed the Swiggy app but had not placed any orders in the last 90 days. The aim was to reignite user engagement and drive increased order counts from this segment.
The solution
VEVE devised a multi-faceted retargeting strategy to effectively engage dormant users for Swiggy.
- By leveraging insights from past user engagements with the Swiggy app, VEVE implemented strategic retargeting efforts, spanning various high-engagement touchpoints throughout the customer journey. This enabled the campaign to effectively re-engage dormant users who had previously shown interest in Swiggy's offerings.
- Research shows that Android phone users in India spend approximately 5 hours daily on their smartphones. [1] Leveraging this insight, VEVE seamlessly integrated its unique icon-based ads featuring Swiggy's brand logo and high-impact banner ads across various placements like the App Drawer within mobile handsets (OEMs) to capture user attention.
- The campaign leveraged in-app placements across popular mobile apps in the entertainment and utility categories to effectively re-target potential customers, maximizing the chances of user interaction with the Swiggy app.
- Utility Apps
- Retargeting via App Drawer
- Utility Apps
The results
3X
growth in order counts from dormant users in 1 year
Amitkumar Banka
Head, Growth Marketing, Swiggy
Head, Growth Marketing, Swiggy
Our partnership with VEVE turned out to be a game-changer for our strategic re-targeting campaign. Using their innovative solutions, we saw an increase in user engagement on the Swiggy app and a significant uptick in orders from previously inactive users. VEVE's proficiency in utilizing unique mobile touchpoints and creating impactful on-device ad experiences played a huge role in this success. For businesses seeking to boost their app activity and drive digital growth, I can't recommend VEVE highly enough.
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