Case Study: PayTunes Fuels Swiggy Instamart Growth in Delhi NCR with Digital Audio Ads

 

Swiggy Instamart campaign Achieved 45% ad recall

Challenge: In the bustling metropolis of Delhi NCR, where convenience reigns supreme, Swiggy Instamart, the online grocery delivery champion, faced a critical hurdle – brand awareness. They needed to break through the noise and capture the hearts (and stomachs) of busy young adults (aged 21-40) who craved lightning-fast grocery delivery. PayTunes, the Audio Advertising maestro of the digital realm, recognised this as the perfect opportunity to harmonise their platform with Swiggy Instamart’s symphony of convenience.

Solution: PayTunes, in a stroke of strategic genius, devised a digital audio campaign unlike any other. Precision targeting became their secret weapon, ensuring ads infiltrated the headphones and smartphone speakers of their ideal demographic – Delhi NCR’s time-pressed young adults, both men and women, during their daily routines. Imagine the scene: energetic gym workouts soundtracked by the promise of fresh groceries delivered in a flash; commutes transformed into culinary planning sessions fueled by Swiggy Instamart’s enticing message; pre-game huddles buzzing not just with sports anticipation, but the excitement of having game-day snacks magically appear at their doorstep. This campaign wasn’t just about delivering ads, it was about becoming the soundtrack to a lifestyle of effortless convenience.

Results:

  • Solid Ad Recall: A healthy 45% of listeners remembered hearing the ad, demonstrating successful delivery and audience penetration within the targeted demographic.
  • Clear Brand Association: The attribution rate saw an uplift of 8 points, indicating that the ad effectively communicated the Swiggy Instamart brand.
  • Captivating Content: Interest in the ad itself skyrocketed by 27 points, suggesting engaging and creative content that resonated with the audience.
  • Enhanced Brand Image: The campaign positively impacted brand perception for Swiggy Instamart, with a 26-point uplift in positive brand image association.
  • Increased Consideration: The most significant impact was on future consideration, with a 17-point increase in the likelihood of listeners considering using Swiggy Instamart. Notably, this uplift was even stronger (72%) among those who recalled the ad, highlighting the campaign’s effectiveness.

Insights:

  • Digital audio advertising proved to be a powerful tool for reaching young adults in Delhi NCR who are interested in convenient online grocery delivery services.
  • High ad recall indicates effective delivery and memorability of the campaign.
  • Clear branding and engaging content led to a strong association between the ad and Swiggy Instamart.
  • The campaign positively influenced brand image and consideration for Swiggy Instamart.

Conclusion:

PayTunes’ digital audio campaign for Swiggy Instamart in Delhi NCR successfully boosted brand awareness, improved brand perception, and significantly increased the number of listeners considering using the platform. This case study demonstrates the effectiveness of targeted digital audio advertising for reaching specific demographics and achieving marketing goals in a local market.

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