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Swiggy merges brand and performance marketing, lifting Gen Z top-of-mind recall six points in two quarters
Swiggy merged its brand and performance marketing teams and budgets after top-of-mind recall stayed flat for six to seven quarters. The shift lifted Gen Z top-of-mind recall by six points within two quarters and cut customer acquisition cost by 15 per cent.
The numbers
Figures from ET BrandEquity,
| Spontaneous recall movement: | six-point |
|---|---|
| Conversion rates on some campaigns vs business as usual: | 20 times higher |
| Snapchat lens interaction among Gen Z transactions on the day: | 60 per cent |
| Consumers reached in on-time delivery campaign: | around 10 million |
| Snapchat technology integration time: | three-to-four-month |
What to track next
- Swiggy's next quarterly results showing marketing spend and CAC trends against the 15% lower CAC claim
- A further brand-tracking read showing Gen Z top-of-mind recall holding or extending beyond the 6-point gain
- Zepto or Blinkit announcing a merged marketing structure or a major Gen Z campaign
- Swiggy repeating the 20-times conversion result in campaigns beyond the original standouts
- Recall slipping back to the flat trend of six to seven quarters once the current campaigns end
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Swiggy is likely to roll the merged brand-and-performance model out to more business lines and campaigns, citing the 6-point Gen Z recall lift as proof.
- Expect Swiggy to put more budget behind the campaign formats that converted 20 times higher than business as usual, while testing whether they hold up at larger scale.
- Zepto and Blinkit may answer with their own Gen Z-focused brand pushes, or by tying brand and performance spend more closely together.
- Swiggy is likely to point to the 15% lower CAC when talking to investors and analysts, as evidence of marketing efficiency.
- Agencies and media partners serving quick-commerce players may restructure around joint brand-and-performance briefs rather than separate mandates.
The source
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