The online food ordering and delivery platform used ads in Instagram Stories to find new users and drive app installs, achieving a 30% lower cost per install and 17% increase in installs.
Swiggy is India’s largest food delivery platform, with over 35,000 restaurant partners and 40,000 delivery executives across 15 cities. The company’s app, which was the first of its kind in India, provides its customers with a hassle-free, fast and reliable delivery experience.
lower cost per install using ads in Instagram Stories1
increase in app installs using ads in Instagram Stories1
Swiggy wanted to acquire more potential users for its service.
After having used Facebook and its family of apps in its past campaigns, Swiggy saw potential in Instagram Stories to find more potential users and scale up the business. So, it designed creative assets specifically for Instagram Stories to drive app downloads and then ran performance tests. The results showed a significant growth in new customers.
Encouraged by the positive results, Swiggy invested further in ads in Instagram Stories. The brand put together appealing food imagery with enticing copy in a vertical full-screen format for an immersive experience. Swiggy then ran the Instagram Stories campaign over 3 months, reaching out to new potential users in the 15 cities where Swiggy operates.
Swiggy was one of the first in India to adopt ads in Instagram Stories, and has successfully attracted many new app users. Today, the ads in Stories placement makes up 10% of its marketing mix on Facebook, Instagram and Audience Network. The campaign, which ran between January 1–March 31, 2018, resulted in:
30% lower cost per install using Instagram Stories (compared to other campaigns)
17% increase in app installs using Instagram Stories (compared to other campaigns)