Abstract

The case study “Swiggy’s ‘Voice of Hunger’ Instagram Campaign” is about the social media marketing campaign, #SwiggyVoiceofHunger. The campaign was conceptualized by Swiggy – the biggest on-demand food delivery platform in India, and Dentsu Webchutney – a Gurugram-based online advertising agency. The case study provides details of the campaign objectives to make brand Swiggy the preferred food delivery platform among millennials (its key target consumers), increase the number of Swiggy’s Instagram followers, and engage consumers through a memorable experience. The case study also explains the conceptualization of the campaign by Dentsu Webchutney. Next, it describes the launch, execution, and impact of the campaign with a few details as well. The case study ends with a short note on Swiggy’s business strategies to adapt and survive the Covid-19 pandemic and its unabated marketing efforts on Instagram to promote its services during the Covid-19 lockdown in India. The final section also talks about the future of social media marketing in India and the innovative features launched by Instagram in the US, the UK, and Canada during the Covid-19 pandemic, which enabled restaurants and eateries in those countries to deliver food to customers through delivery partners.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the effectiveness of social media marketing.
• Understand the importance of innovations in marketing and impact of user-generated content.
• Understand the process of designing communications.
• Become aware of the importance of market segmentation and target marketing
• Become aware of the characteristics and aspirations of Indian urban and rural millennials

Keywords

Social Media Marketing; Instagram Marketing Campaign; Market Segmentation; Target Marketing; Designing Communications; Online Advertising; Digital Marketing; Brand Recall; Brand Penetration; User Generated Content; Influencer marketing