Swiggy Case Study: Scaling Creative Performance Through Format Diversification

The Challenge

Swiggy was managing multiple high-volume performance campaigns across food delivery, dine-out, and quick commerce. While the campaigns initially delivered strong results, performance began to level off over time.

The primary challenge was creative fatigue. Audiences were repeatedly seeing similar creative formats, visual styles, and messaging, resulting in lower attention, declining engagement, a flattening click-through rate (CTR), and a gradual increase in cost per acquisition (CPA).

Although media execution and product-market fit remained strong, the lack of fresh creative variations was limiting campaign performance. Swiggy needed a scalable creative framework that could continuously introduce new content without affecting campaign speed or brand consistency.

The Solution

We developed a three-format content engine that combined creative diversity with performance-focused execution.

The first format introduced UGC-style content built around relatable, everyday moments such as late-night cravings, office lunches, and weekend indulgences. This approach felt authentic, blended naturally into social feeds, and strengthened audience trust.

The second format focused on premium food photography and videography that highlighted textures, freshness, and product variety. These high-quality assets were created to maximise visual appeal and support high-conversion placements.

The third format consisted of fast-cut, stock-style performance edits designed for rapid production and testing. This allowed quick experimentation with different hooks, messaging, and creative formats while supporting ongoing campaign optimisation at scale.

Execution Strategy

We produced multiple creative variations across all three formats to support continuous A/B testing and performance optimisation. Each asset was mapped to different stages of the marketing funnel, from awareness through conversion, ensuring relevant messaging at every customer touchpoint.

A structured iteration process enabled us to replace underperforming creatives quickly while scaling the strongest performers. The strategy successfully balanced premium creative quality through food shoots with high-volume experimentation using UGC and performance edits.

The Results

Beyond the campaign metrics, Swiggy established a repeatable creative system that continuously refreshed campaign assets, reduced creative fatigue, and supported long-term performance across multiple campaigns.

Results from the First Rollout Cycle

• ✓32% increase in CTR
• ✓18% reduction in CPA
• ✓45% growth in engagement