Selling Products
Zomato Launch Campaign
Project Overview
The campaign was built on creating a fear of missing out (FOMO) and leveraging social networks. The referral program was key, turning early adopters into brand ambassadors. This viral loop was the engine of the campaign's explosive growth.
The Challenge
Zomato needed to launch their new 'Zomato Gold' subscription service and rapidly acquire a large user base to prove its value to restaurant partners.
Our Solution
We executed a city-by-city phased launch campaign, using hyper-local digital ads, food blogger partnerships, and an aggressive referral program to drive viral adoption.
- "Invite-only" initial phase to create exclusivity.
- Partnerships with top food bloggers in each launch city for authentic reviews.
- Meta ad campaigns targeting users with interests in dining out and nightlife.
- A referral program that gave both the referrer and the new user a bonus, fueling viral sharing.
The Results
Acquired over 1 million Zomato Gold subscribers within the first 6 months of the campaign, establishing it as a must-have service for urban diners.