A Five Course Audio Strategy for Swiggy’s Always On Presence

Objective: Entice Listeners To Order From Swiggy

What's common between food and music? Moments! Some special, some happy. Some regular, some defining. Swiggy came to us to connect with our listeners during these moments – from building love during Valentine’s day to celebrating other key moments such as IPL or even Swiggy’s own birthday bash!

Swiggy worked with JioSaavn throughout the year to increase brand recall & awareness by showing up during these key moments in our listeners’ lives throughout the year.

Strategy: A Five-Course Digital Audio Strategy

JioSaavn provided marketing objective-driven solutions powered by advanced audience targeting on the platform to help Swiggy engage its audience. The secret ingredients? Multi-format ad experiences, advanced audience targeting, re-marketing techniques, and association with contextual playlists our listeners groove to! Here’s how the meal panned out.

Course 1: The Mocktails

Romantic dinner dates at a restaurant? Thank you, next. The online delivery platform - Swiggy wanted to build brand love on Valentine’s day. We presented listeners with a Mocktail of audio & display ads along with a 100% share of voice inside the Valentine’s Day playlist module on JioSaavn.

Course 2: The Small Plates

We used byte-sized audio ads to keep space for Swiggy’s Big Hunger Fest Weekend, getting listeners to ‘Order Now’.

Course 3: The Appetisers

Swiggy’s everyday offers were served up as appetisers to the listeners through our fast-selling Overlay ad experience. The visually delightful platter got the engagement it deserved!

Course 4: The Main Course

The main course had to be one to remember. Encouraging users to stay at home while Swiggy Genie ran errands, we used remarketing to target listeners. Audio & display media placements across the app along with the exclusive presence for the brand in our Stay At Home playlist module of 16 curated playlists garnered millions of delicious impressions for Swiggy.

Course 5: The Dessert

Swiggy came on to celebrate its Birthday Bash campaign and along with Nielsen, we gifted Swiggy a 10% increase in brand awareness for the campaign, and that was the sweet sweet ending to the meal!

PS - We're sure even Gordon Ramsay couldn't find a fault in this meal.

Impact: The Results Were Yum!

Usually, Swiggy is our savior to hunger pangs. But this time, we turned it around and presented them with a lavish 5-course meal to satiate their needs by building resonance for the brand. Over a period of seven months, Swiggy reached 20 MM+ listeners on JioSaavn. Here are the rest of the highlights for the period:

56MM+ Audio Ads Delivered

74 MM+ Display Impressions

91% Listen-Through Rate

CTR 2%

Ready to tell your brand story through music? Write to us at advertising@jiosaavn.com.or reach out to us via this website.