Swiggy Dineout - Merging Finest Dining Experience With Crazy Offers
Swiggy Dineout, started in 2022, is a well-known platform for restaurant reservations and attracting crazy discounts. Located across 24 cities, it allows Swiggy users to select from over 18000+ restaurants to experience fine dining. To enhance brand awareness, it partnered with DRIM, a top influencer marketing leader, leveraging their expertise in precise, effective campaigns.
DRIM’s Approach for Designing Swiggy’s Influencer Marketing Strategy
DRIM Global is India’s leading performance influencer marketing platform, offering brands access to over 250,000 micro-influencers. Known for its CPA-based (cost-per-action) approach, flagship algorithm, and technology stack, DRIM ensures brands get the most bang for their marketing buck.
Focusing on the same, DRIM, in collaboration with Swiggy Dineout, stirred up a marketing campaign that sizzled with impressive results.
The strategic campaign used a nano and micro-influencer network to boost Swiggy Dineout’s brand visibility across 24 cities. Featuring compelling content through 185 publications, it gained 2,388,065 views, 103,083 likes, and 2,188 positive comments.
Not just that, one standout reel featuring a perfectly matched influencer racked up an eye-popping 999k views.
999K+ Views with 3.81M Subscribers
Targets Set for Swiggy Dineout’s Marketing Strategy
The goals we had in mind for nailing with this influencer marketing strategy for Swiggy Dineout were mainly two:
- Boosting brand awareness among the target audience.
- Tracking the performance of influencer campaigns to assess their effectiveness.
Crafting Success: DRIM’s Influencer Marketing Campaign Blueprint
DRIM’s strategy for marketing campaigns starts with a meticulous selection process. It employs a blend of technology and market insight to identify the most effective micro and nano-influencers for campaigns. The details of the Swiggy Dineout campaign are here.
Initial Strategy and Brand Safety
From the beginning, the objective was to pinpoint the optimal mix of Instagram and YouTube influencers to elevate brand visibility and drive conversions. DRIM’s emphasis was on ensuring brand safety for Swiggy Dineout.
Initially, for Swiggy Dineout, initial considerations focused on food bloggers. However, DRIM's machine learning platform broadened the scope to include segments like discounts & savings, humor & entertainment, and life hacks.
Multiple niches were evaluated using the DRIM's extensive data and insights to find the best match for the campaign goals. This helped swiftly identify the growth pattern for brand awareness.
Data-Driven Influencer Selection
As the campaign progressed, data revealed that Food & Cooking, Discounts & Savings, and Life Hacks were the most engaging niches. Focusing on the same, 125 influencers were chosen from a pool of 1,528 influencers based on engagement rates, relevance, and niche.
This careful selection prioritized nano and micro-influencers—individuals with smaller, highly engaged, loyal audiences over more prominent, less interactive celebrities.
Content Creation and Platform Engagement
To boost sales, DRIM employed its expert content creation strategies. This ensured influencers understood the campaign's need to communicate the message persuasively. The selected influencers created 185 publications across platforms like YouTube, Instagram, Telegram, Meta (Facebook), and WhatsApp.
DRIM’s advanced algorithm found YouTube Shorts delivered the best results. This knowledge was used to enhance the campaign further, with reels also showing high resharing rates.
203K Views with 108K Followers
138K Views with 10.4K Followers
Ongoing Optimization of the Marketing Strategy and Final Results
The campaign was optimized for constant growth and reach using the DRIM’s in-built analytics platform to ensure better results and sustained success.
With constant optimization and data analysis, the campaign received over 2,388,065 views, 103,083 likes, and 2,188 positive comments from 185 carefully crafted publications.
The ultimate result was increased sales, improved brand awareness, and expanded reach.
Key Strategies Behind Swiggy Dineout and DRIM's Marketing Campaign Success
DRIM’s operation team used a mix of tech and human touch at every campaign stage to make it exceptional. Here is how they did this.
Effective Implementation of Social Media Expertise:
DRIM has worked with notable brands like Pizza Hut, Domino’s, and KFC. It used its extensive expertise and deep understanding of current social media trends and best practices. This maximized engagement and effectiveness across various platforms.
Influencer Induction and Engagement:
DRIM shared all details to ensure all nano and micro-influencers were trained on message delivery and CTAs. The access to the dashboard to monitor their performance ensured transparency and developed greater enthusiasm for their campaign roles.
Targeted Influencer Strategy:
Focusing on nano and micro-influencers, DRIM crafted relatable content that resonated authentically with audiences. This significantly enhanced Swiggy’s influencer marketing campaign effectiveness on platforms like YouTube and Instagram, with influencers’ follower counts ranging from 500 to 1.7 million.
Final results of our influencer marketing campaign for Swiggy Dineout
- 125 influencers worked on the campaign.
- A total of 185 publications were created.
- 2,388,065 views were gained during the campaign.
- 103,083 likes were achieved on the publications.
- Over 2,188 positive comments showcased brand visibility.
Project Maestros Behind Grand Success
- Project Head: Katya Nikitonok
- Senior Scout: Dilshaz Bilakhiya
- Account Manager: Harshita Gupta
- Head of Scouts: Anna Morozova
- Head of Growth: Anwesha Sarker
The outstanding Swiggy Dineout campaign gained appreciation from Nikhil Karunakaran, Senior Marketing Manager at Swiggy, who said:
