SwiggyInstamart breaks new ground with #KhaliKaKhaaliCart campaign, boosting social engagement by over 125% in anniversary week
The fast-trading grocery service and its digital partner Schbang used Khali and an Instagram DM feature to personally deliver gift-wrapped discounts.
Bombay, September 19: In the era of template-based personalization, SwiggyInstamart and Schbang have engaged with over 2000 followers with uniquely designed creations through their Instagram campaign as part of their anniversary party, #KhaliKaKhaaliCart!
Swiggy has roped India’s favorite meme idol, The Great Khali, to celebrate birthdays together. Swiggy’s Big Birthday Bash was a campaign that ran deals on its marketplace and grocery delivery fast, Instamart. To reflect this excitement on Instamart’s social media, digital partner Schbang created #KhaliKaKhaaliCart. This Instagram activity has engaged followers and more than 100 brands listed on the app.
Users were encouraged to fill in the blank in the sentence “Khali ka khaali cart mein hoga from SwiggyInstamart!” with a grocery item of their choice and DM it to @Swiggy_Instamart on Instagram. Depending on the absurdity of their grocery choice, each user received an equally absurd image showing The Great Khali supporting that grocery item with a thank you note and an added delight: a discount code wrapped in a wrapper. present. How to wrap an SMS with gift wrapping? On Instagram DMs, you can!
“Similar to Swiggy’s ‘Voice of Hunger’, we created another unique UGC campaign driven by Instagram DMs that saw participation from users and brand handles. It’s not every day that you see brands from all categories coming together for a campaign of this scale. Khali Ka Khaali Cart’ is a great example of collaborative social media marketing,” said Ashish Lingamneni, Vice President – Marketing at Swiggy.
SwiggyInstamart got a total of 1.9 million impressions and grew their follower count by 12% in JUST 4 days. The activity received over 2000 DMs on Instagram and reached a record 9X engagement on Instagram.
Anisha Wilkinson, Associate Director – Social Media Marketing at SwiggyInstamart, said, “The secret ingredient was leveraging a hidden feature on Instagram DMs. With a focus on innovating through existing features on Instagram, we’ve attracted people outside of our follower base and increased our engagement rate and organic follower acquisition to all-time highs.”
After the first 1700 organic interactions, influencers like Saurabh Gadghe, Atman Desai and Govind Menon joined the movement. Their amplification boosted engagement by an additional 10% across all platforms.
Pearl Alex, Chief Creative Officer at Schbang, believes that “audiences appreciate brand campaigns that make it seem like the people behind them are also having fun. Almost all of the responses crafted by our editorial and design teams were returned. to the users with a chuckle. From their reactions in the DM, it’s clear they enjoyed being in on the joke.”
This type of large-scale personalization goes a long way in building an emotional connection with the brand and ultimately influencing the business. “The #KhaliKaKhaaliCart campaign shows exactly how a user-friendly, social media-focused approach can help a D2C brand like SwiggyInstamart engage with its audience on a more personal level by driving top-notch awareness. All while driving greater business impact. important,” said Nikhita Anil, associate vice president at Schbang.
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