150,000 Members Participated in This Campaign

We have all experienced that moment 😇

Your stomach growls, and all you suddenly can think about is your favorite meal. You grab your phone, order the food you are craving, and just like that, your hunger is satisfied.

Swiggy took this everyday moment as an opportunity and turned it into something special with the #VoiceOfHunger campaign.

They asked people to voice their food cravings through Instagram voice notes 🤔 This simple yet clever idea caught the attention of millions, and the campaign went viral.

Sounds interesting, right? Let's dig in!

What Are We Talking About?

In 2019, Swiggy launched the #VoiceOfHunger campaign, which invited users to voice their food cravings through Instagram’s voice note feature.

The campaign was about connecting with customers emotionally by highlighting something everyone can relate to - hunger and cravings.

With this fun and interactive concept, Swiggy turned a simple task like ordering food into a relatable experience for millions of people. By tapping into the power of UGC, Swiggy encouraged its audience to participate in something that felt personal and entertaining.

Using Instagram’s voice note feature for the first time by brands like Swiggy, this campaign gave a fresh way for users to interact with the brand, all while amplifying Swiggy’s visibility and engagement.

This innovative campaign blended creativity with simplicity, which helped Swiggy stand out in a crowded market.

But what made it special was its ability to generate conversations around a simple but powerful idea, food cravings, and the ease of satisfying them through Swiggy.

Campaign Overview

Concept

The core idea was simple. Swiggy wanted to engage its audience by having them mimic their food cravings using their voices. That created a sense of connection, as users could relate to the feeling of hunger and the excitement of food delivery.

Medium

Instagram was the perfect platform for this campaign because it had a large, young, tech-savvy user base. The use of voice notes stood out, as it was a more personal way for people to engage with the brand than traditional text posts or photos.

Timing

They launched the campaign when Instagram was on the rapid growth radar, especially among younger users. The timing was strategic because it allowed Swiggy to take advantage of Instagram's popularity and the growing trend of user-generated content.

By using a widely used social media platform and a feature that felt fresh and personal, Swiggy captured the attention of its target audience with a fun and engaging campaign.

Strategy Breakdown

Target Audience

Swiggy’s campaign targeted young adult active Instagramers between 18 and 34. This group includes college students, young professionals, and tech-savvy food lovers who also enjoy sharing personal moments on social media.

These individuals often look for convenient solutions for their busy lives and choose food delivery services like Swiggy.

Messaging

The campaign's messaging was playful, light-hearted, and relatable. Swiggy encouraged users to voice their food cravings through a simple What’s your craving? prompt

That made the campaign feel informal and easy to participate in, inviting users to join the fun. By tapping into everyday experiences like hunger, the messaging felt natural and connected to the audience’s lifestyle.

Emotional Triggers

The campaign targeted several emotional triggers:

• Hunger: The feeling of hunger was the campaign's core element. It created a sense of urgency and desire to satisfy that craving, which made the campaign relatable to all users.

• Humor: By encouraging people to mimic their cravings in a fun, exaggerated way, Swiggy tapped into humor and made the campaign entertaining and shareable.

• Excitement: The idea of being part of a viral trend excited participants. They were encouraged to create and share content, which made them feel involved in something massive.

Overall, the campaign used relatable, humorous messaging that connected with the audience’s emotions and everyday experiences, which led to high engagement and participation.

Results

• Over 150,000 voice notes were submitted within 10 days. It highlights the campaign's widespread enticement.

• The campaign led to a 7,700% increase in Instagram traffic and a 1,165% growth in brand interactions, with over 16 million social impressions.

• There was a 2,100% spike in traffic from Instagram to Swiggy's app, indicating a strong conversion from engagement to usage.

• Swiggy's Instagram follower base grew by 30,000 during the campaign period.

• The campaign received a Silver award in the Social and Influencer category at the Cannes Lions 2019 for its creative excellence.

Conclusion

Swiggy's #VoiceOfHunger campaign shows the power of creativity and emotional connection in marketing. The campaign drove notable engagement and brand recognition by using fresh ideas and tapping into relatable experiences.

It reminds us that thinking outside the box, using new tools, and connecting with your audience on a deeper level can lead to impactful results and lasting impressions.