@flyingspvvlogs
West Bengal
01 — Context
The goal
Swiggy wanted orders and brand awareness for Food on Train, which delivers restaurant food to your train seat at 150+ stations. Most travellers outside the metros didn't know it existed.
02 — Ownership
My role
I ran the influencer campaign end to end across 10+ cities in five states: Maharashtra, West Bengal, Rajasthan, Uttar Pradesh and Chhattisgarh.
03 — Process
How I ran it
Budget first.
Led the budget discussion, which set how many cities and creators we could cover.
Agency selection.
Chose the agency best suited to each region.
Written brief.
Briefed the agency on budget, region, and the offers and restaurants to push.
Creator shortlist.
Picked creators on three filters, in order: their audience is in the target region, they already post similar food or travel content, and they fit the budget.
Localised scripts.
Wrote each script around the stations in that creator's own state, in the language their audience speaks, with a coupon code to track orders.
Quality check.
Reviewed every video before it went out and suggested edit formats.
Go-live and tracking.
Took the content live and tracked performance.
On Instagram
Creator content from the campaign
04 — Risk
Planning for dropouts
Creators drop out and videos fail review. I kept two backup creators ready for every slot, so no city went live late.
05 — Outcome
Results
- Creators live across 10+ cities in five states, in Tier 1, 2 and 3 markets
- Top reel: 3.4K likes and 8.8K shares from a regional travel creator in West Bengal
06 — Reflection
What I learned
The best-performing reel came from a regional travel vlogger, not a food page. For a travel product, the creator's audience mattered more than their category.