Swiggy Instamart

Situation: Swiggy Instamart was looking to pivot its social media strategy to better resonate with premium millennials (ages 29-39), who prioritize convenience and quality over discounts. Additionally, a high-impact Raksha Bandhan campaign was needed to drive orders and increase Share of Voice (SOV).

Task:

• Develop a Raksha Bandhan campaign that would generate significant SOV and drive order volumes.
• Formulate a 3-month social media strategy pivot to engage premium millennials, shifting away from Gen Z and younger millennial content.

Action: For Raksha Bandhan, I crafted a campaign designed to highlight Swiggy Instamart as the go-to solution for last-minute gifting, emphasizing convenience and timely delivery. The campaign incorporated emotional storytelling around sibling relationships and urgency-based offers to drive engagement and orders.
For the 3-month strategy pivot, I refocused content to cater to premium millennials by promoting time-saving grocery delivery solutions, quality over discounts, and integrating relatable life scenarios, such as balancing work, family, and personal life.

Result:

• The Raksha Bandhan campaign generated significant traction, increasing SOV and resulting in a notable spike in orders.
• The social media pivot created stronger engagement with the target audience, enhancing the brand’s relevance among premium millennials.