After gaining traction on IG Music creatives, Swiggy India launches #SwiggyGeetSangEat, basks in the glory of user-generated content.
In a newly launched campaign, Swiggy India has asked people to make videos using IG Music to express feelings associated with food and hunger, using the hashtag #SwiggyGeetSangEAT. Food enthusiasts on Instagram responded with videos, some of which have been duly reshared by the brand in the stories from its official account.
The food delivery brand introduced the campaign as a consequence of their viral video series that had gone live after IG Music was introduced to the users in the country.
The concept of the campaign is strikingly similar to the way brands have recently used TikTok for influencer campaigns. While the two platforms are very different in terms of the demographics they seemingly cater to, Swiggy India’s 156K followers on Instagram are surely an advantage in terms of reach. Interestingly, Swiggy had also explored TikTok for a UGC campaign a few weeks ago: #SwiggyStarhunt.
Earlier, Swiggy had done a similar UGC campaign, nudging people to send them voice notes that match the frequency shape of the food item on cue. The resulting #SwiggyVoiceOfHunger campaign had helped them get 1.5L DMs in 10 days, helping them bring home a Cannes earlier this year. It worked well for Swiggy for the feature in question was unique to Instagram and didn’t require external efforts. It was a fun activity for people to participate in.
It would be interesting to see how the #SwiggyGeetSangEat campaign pans out for Swiggy on Instagram, especially for brands presently planning festive campaigns for the season ahead.