In an area of templatized personalization, we and our partner Swiggy Instamart wrestled our way into the DMs of 2000+ fans with unique gift-wrapped discounts.
The sender? None other than India’s favourite and most adored meme idol, The Great Khali.
To commemorate Swiggy’s Big Birthday Bash, we encouraged users to fill in the blank in the sentence “Khali ka khaali cart mein hoga ___________ from Swiggy Instamart!” with a grocery item from over 100 brands listed on the marketplace quick commerce grocery delivery app.
When they DM’d their absurd suggestions and requests to @Swiggy_Instamart, they received an equally absurd image featuring The Great Khali propping up that grocery item with a thank-you note and an extra delight: A gift-wrapped discount code!
With some carefully planned camera trickery and PhotoShop magic, we engaged each Swiggy user on a one-on-one level, creating a lasting emotional connection and ultimately making a solid impact on the business in the long term.
The activity boosted our partner’s social engagement by over 125% during the birthday week and became the talk of the town.