Case Study: How Swiggy leveraged TikTok to engage with delivery partners

Swiggy TikTok campaign, ‘Swiggy Starhunt’, encouraged delivery partners to showcase their talents on TikTok, keeping them engaged & motivated.

Swiggy TikTok campaign was conceptualized by Social Beat.

Brand Introduction

Founded
in 2014 by Sriharsha Majety, Nandan Reddy and Rahul Jaimini, today Swiggy is a
leading name in the food delivery industry with an estimated net worth of $1
Billion and industry net revenue of $ 7,730 Million. The brand has a network of
2,50,000+ delivery partners across the nation, serving more than 100 cities.
Most of their consumers lie in the age bracket of 18 to 34 years and their top
competitors include Zomato, Food Panda and Uber Eats. 

Summary

In a bid to break the monotony and inspire delivery partners to bring out their creative side while on the job, Swiggy worked with Social Beat to launch ‘Swiggy Starhunt’.

This platform encouraged delivery partners to showcase their talents by uploading videos on the popular video-sharing app TikTok. Channeling their inner-prima donnas, a majority of the delivery partners showcased their talents brought out through various art forms including acting, dancing, singing, musical instruments, etc.

Also read: Swiggy Instagram Case Study: How the brand got 1.5L DMs in 10 days

Problem Statement/Objective

A talent hunt with a cause, the brand opted for a localized social media strategy to connect with an eclectic mix from around the country. It also looked at the big picture of career growth by giving DPs the opportunity to pursue their talent as a secondary source of income.

Brief

The aim of Swiggy Starhunt was to keep the DPs engaged and a fun break from the rigmarole of a demanding job. The campaign focused on making their delivery job more entertaining when given a chance to bring out their lesser-known, fun side.

Creative Idea

Video-sharing
app TikTok has gained tremendous momentum over the last two years, with maximum
growth coming from India. An app that entices the younger generation to show
off their acting, singing, and dancing skills, a huge section of its users hail
from tier 2 and 3 cities in the country.

Bearing this information in mind, and the fact that most of these users get fewer opportunities to showcase their artistic talent on a national level, this campaign persuaded them to put their best foot forward while doing what they do best - delivering goodness to hungry customers.

Execution

With a constant social media campaign running, the brand also shared 4 different teasers about the talent hunt. The teasers had a tinge of drama suffused with popular puns of today to make them more relatable and reach out to the target audience from tier 2 and tier 3 cities.

Considering how diverse the content is, Swiggy made the teasers and social media campaign in 11 regional languages so that no one missed this opportunity. A talent hunt driven by a popular social media platform makes it more accessible to people and, thus, a collaboration designed to deliver.

The campaign was promoted on Facebook and on the Delivery Partner App.

Results

Quantitative: Over 350+ Delivery Partners participated and 1500+ videos were uploaded on TikTok which garnered a total of 44M+ Views.

Qualitative: This campaign helped Swiggy create as a platform for Delivery Partners to showcase their talent and positioned the brand as a great place to work in.