S E R V I C E
A BIRD'S EYE VIEW
Swiggy is among the top players in the food tech industry, leading the charge to get food and groceries delivered across the country within a matter of minutes. Being one of India’s most reputed homegrown brands, SPRD’s mandate for Swiggy is two fold. The first is to help build and maintain their online reputation, and the second is to create a cohesive reels strategy to promote their employer brand. While taking charge of their online reputation, we also developed a reel strategy and established an Instagram presence for their employer branding focused handle, @WeAreSwiggy.
Our aim was to shed light on the brand’s work culture and bring in a fresh perspective through our responses on platforms like LinkedIn and Glassdoor. Our team helped the brand stay on top of mentions and tracked various styles of comments and engagement on each of their posts. We combined a flair for marketing and conversational responses to craft replies to multiple queries, revolving around jobs, employee engagement, and more. We focused on bridging the gap between the customer and the brand by adopting a tonality that suits their employer brand, while communicating with a larger audience.
On the reels side, we divided our approach into bringing together fun, topical and engaging content with repurposed sections of interviews to shed light on what Swiggy does for their employees. The aim was to present them as a strong employer and a company that people want to work for. The focus was to highlight the multiple benefits and perks Swiggy brings to the table, and why it is a company where employees thrive in their roles.
The aim for both mandates, ORM and Reels is to enrich Swiggy’s employer brand. Both teams carried out curated strategies to help elevate the brand’s presence while keeping the responses as well as all the reels interactive. On the ORM front, our team regularly engaged with audiences in the virtual space, enhancing their social media presence thereby increasing mention volumes. The quantifiable traction reinforced a stronger brand presence for Swiggy. Our efforts were richly rewarded, with 18680 total mentions on social media platforms & 1144 mentions on Glassdoor , among which 3207 were well-crafted responses to relevant mentions. The Reel strategy was put in place to showcase what makes Swiggy a great place to work. The main objective is to bring increased traction and followers to the account, and we have been working on the mandate since April 2023. Through the 20 reels we worked on, we saw a follower growth of more than 1k~, and an overall reach of over 37k . This was an increase of 22.2%~ since we took on the mandate.
INNOVATION IN ACTION
Through constant monitoring, strategising, and brainstorming trending ideas, the team achieved success on all fronts.
Online Reputation Management (February 21 - June 23)
Overall Mentions Social Media - 18680
Responded - 3207
Glassdoor Mentions - 1144
Impact - Response rate increased by 18% if compared with the first three months
@weareswiggy Instagram (April 23- July 23)
Number of Reels- 20
Total growth in followers- 22.2%
Overall Reach- 37,005