Most brand managers across the world believe building an audience is as crucial as building sales. Apart from traditional marketing, social media presence has become one of the fundamental brand-building strategies for any company in any domain.
Meme Wars is a series that shows how popular food-tech brands take trending topics and turn them into goofy memes and graphics.
This blog takes you through 10 of Swiggy's most popular social media posts in the past year.
#10 Sacred Memes
In this post the creative team plays around with the ordering UI and uses references from popular web series Sacred Games to show a restaurant serving Ganesh Gaithonde's favourite dish. One can see how they have smartly added details in all sections.
#9 A fun way to introduce a new service?
This is probably one of the simplest ways a brand can market their new service. What better way to introduce a new service than by using wordplay with one of the most popular movies ever? Another win for Swiggy's marketing team!
#8 WFO or WFH?
With WFH becoming the new normal, Swiggy used the most common topic to relate to people. Posts like these may not instantly make customers want to order from the app, but it provides a gentle nudge that can impact customer behavior in the long run
#6 The Coolest Out Of Office Mail
You are on leave and you are bored of the same 'OOO' mail. This is how you could let your colleagues know that you are holidaying with a Salman Khan song! Don't miss the names they've addressed in the mail list. These kinda posts don't just make people chuckle, but they make them want to share it with their colleagues, friends and family.
#5 Brand Placement Done Well
Swiggy team used the Notes app to smartly show how one can use Swiggy Genie to send anything they want to their loved ones. This sort of branding builds intrigue around the product by drawing a parallel with everyday life.
#4 What's On The Menu?
Swiggy team shows how to keep safe, using their app's restaurant menu section. Notice how they've used the description section and cart details to provide subtle information. Surely a fun way to showcase your UI while using trending topics.
Stickers on laptops? Yes, please! Stickers are one of the most common ways to personalise your laptop, & Swiggy showed off their creative side once again by creating stickers that referenced common themes during the pandemic.
#2 Root Canal Vs Suez Canal
In this post, the team uses the trending news of the Ever Given ship that was stuck in the Suez Canal back in April 2021 to make an entertaining comparison with popcorn getting stuck in one's teeth.
#1 The Best One
Swiggy gave a powerful message on Women's day by sharing a video on how the term 'desi masala' when searched online, showed pictures of Indian women, rather than... desi... masala. The brand took this one step further by incentivising people to make a change by adding photos of desi masala, so masala would show up when searched going forward. Truly a masterclass in marketing!
When you have an app that connects with people's life on a daily basis, Swiggy shows how you can add just the right 'spice' to people's lives by constantly entertaining them on social media. This provides a dual benefit, helping to grow the brand's presence, while, indirectly, boosting sales.
Where there is Swiggy, Zomato can't be far behind. Last month, Meme Wars featured some of Zomato's most popular social media posts.
Swiggy & Zomato are not the only F&B brands that provide fantastic entertainment on social media. The other brands in the food space are often equally witty & create posts that are shared far and wide. Watch out for the next 'Meme Wars' post by subscribing to UrbanPiper's blog.