Zomato wins over hearts and fulfills carts of millions of customers through Glance

Zomato partnered with Glance to create personalized content around food, to engage with customers from different regions and in different languages. The brand messaging took shape in the form of quirky memes, regionalized content and seasonal quips. Reaching out to an 18+ pan-India customer base, Zomato wooed new and potential customers with a Lock screen Takeover*. Clutter-free, engaging and minimalist content made sure of catching the fleeting attention of customers, with deep links seamlessly leading them to the Zomato app to claim the offerings. 

Zomato’s continued presence on the lock screen was built keeping in mind a frictionless experience, enriched further with compelling communication. The results spoke for themselves with cumulative impressions recorded at 2.5Bn. Zomato’s screen zero activity kept 60Mn unique users engaged month on month, with a record 19million clicks delivered on the front page of mobile. Even though the focus was on in-app offerings, the content created around these made Glance users sit up and take notice.  

As millions stayed glued to their lock screens, Zomato was able to engage its key audience with precise targeting. No wonder, majority of the customers found the content to be highly relevant (and relatable), witnessed in the uplift of 12% in message association. Topical creatives took the cake, causing the highest uplift in ad impression. Moreover, the success of the campaigns was reflected in the purchase intent, which shot up by 6% at the end of the quarter.