Sokrati worked with Swiggy to improve performance marketing ROI and grow business.

1. 66%
lower cost-per-install (CPI) lower CPO
50%
costs lowered
10-15%
increase in transaction volume
on a month-on-month basis
2x
spends scaled up in
last 20 months
11x
Testimonial
Valued at $15 billion, food-delivery
business in india is set for an exponential
growth. In this vast and competitive
market, Swiggy aims to maintain its
market share by targeting maximum
scale across its 8 focus cities- Mumbai,
Pune, Bangalore, Hyderabad, Chennai,
Delhi, Gurgaon and Kolkata. To expand
the business and address the customer
need for convenience, Swiggy focussed
on maximising its user base and order
volume with its digital marketing strategy.
All this while keeping customer
acquisition costs low and ensuring high
lifetime worth of the acquired users.
The Approach
Sokrati crafted a two-pronged channel
strategy to scale up app and web orders
while focussing on new customer
acquisition and retention of existing
users. A mix of channels- Google and
Facebook were used to achieve
maximum volume with minimum spends.
Google search campaigns were used for
scaling online customer acquisition and
orders while Facebook advertising
campaigns were used to improve app
downloads and drive in-app transactions
through re-engagement campaigns.
Sokrati’s Solution
Improved reach and tweaked bidding
models
Using Facebook’s optimized CPM bidding
models and selective targeting, Sokrati
garnered high install volume for Swiggy
app. At the same time, Engagement
campaigns retargeting existing users
were launched to scale up orders
through the web and reduce the overall
cost per order (CPO). Through
continuous optimization and monitoring,
high performing ‘hours of day’ and ‘days
of week’ were identified. Budgets were
focussed on these hours and days to
garner maximum conversions at
minimum cost.
Insight driven and thematic campaign
structures
Using Sokrati’s proprietary tool an
exhaustive keyword set was prepared.
This was used to launch city level
campaigns targeting top 100 restaurants
in each city. Further, using relevant ad
copies and tightly themed ad groups ad
scores were improved, resulting in a 20%
reduction in cost-per-clicks (CPCs).
Optimizer driven budgets and
experiments
Using Sokrati’s automated optimizers, top
performing keywords were identified and
targeted. This helped in increasing
relevant traffic to the website by 15% and
reducing cost per conversions by ~ 12%.
By conducting A/B tests of ad copies,
location and device level bid tweaks
customer acquisition cost were brought
down by 50%.
Using Sokrati’s internal tool for Landing
page optimization, we could determine
the 404 errors as well as 403 errors
specially for our campaigns which have
their landing pages dynamically
generated. This ensured avoiding
wasteful spending and improved the
overall user experience. Landing pages
with errors were highlighted to the
Swiggy team and necessary actions were
taken well in time .
Their Success
Ashish Verma, AVP Marketing, Swiggy
Our experience with Sokrati team has been tremendous. Their depth of knowledge and
industry expertise sets them apart from other agencies. Sokrati understood our
business, users and goals in depth and delivered a phenomenal growth on both
Facebook and Google. The team knows when to turn what lever to achieve the desired
scale within optimum spends. It has been a pleasure to work with them and has
exceeded our expectations every step. It is truly their hard work and dedication that
has been helping Swiggy revolutionize the way India eats.
The Goal
Swiggy is a complete food ordering and delivery solution that connects
neighborhood restaurants with urban foodies. With its own fleet of delivery
personnel and the USP of ‘no minimum order value’, it is recognised as one
of the fastest growing businesses in the food-delivery sector. Today, Swiggy
serves meals from more than 5000 restaurants across 8 cities by means of
a mobile app and a website.