Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A17. Maximizing Mobile Advertising / Programmatic and Machine Learning

Campaign Name : Swiggy IPL 2025: Turning Sixes into 66% Savings with Real-Time Mobile Triggers

Brand Name : Swiggy Food

Agency Name : Pivotroots - A Havas Company

Results

Swiggy’s IPL 2025 campaign transformed cricket’s most thrilling moment into an instant ordering opportunity. Every time a six was hit, mobile ads offering 66% off for 6 minutes were triggered in real time across Meta, Google Display, and RTB platforms. This was powered by live sports API integrations through HockeyCurve, Escape Velocity, and mCanvas, enabling unparalleled precision in syncing Swiggy’s messaging with cricket moments. The impact was immediate and measurable. On programmatic RTB channels, CTRs reached 8.5% — 4x higher than Swiggy’s benchmarks. On Meta, CTRs surged to 2.3%, over 2.5x higher than usual campaign averages. The campaign achieved a 25% click-to-session ratio, numbers typically reserved for first-party user campaigns, underscoring the effectiveness of real-time targeting. Beyond engagement, business impact was significant. Overall app traffic rose by 9% during the IPL season, while organic search volumes for Swiggy spiked by 24%. Dormant users were reactivated, repeat users nudged into higher order frequency, and new user acquisitions grew steadily. The campaign’s success lay in the agility of its programmatic execution: dynamically buying audiences at the right moment, layering user cohorts (repeat, dormant, and city-based), and optimizing mobile-first creatives that synced with consumer emotions in real time. This was mobile advertising at its sharpest — data-driven, moment-aware, and conversion-focused.