ZOMATO

Zomato tapped into micro-influencers—food bloggers and local creators with 10K–100K followers—to share authentic content like restaurant explorations and Zomato Gold experiences. These creators brought relatability and trust that typical ads couldn’t. Paired with a strong push for user-generated content (UGC) via hashtag campaigns and story sharing, this grassroots approach boosted organic visibility and brand credibility.

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Lilac Flower
Lilac Flower
Lilac Flower
Zomato leaned heavily into meme marketing and humor. They joined forces with meme pages and influencers to create quirky, food-related content across Instagram, Twitter, and YouTube Shorts—making the brand feel fun and culturally fit. One standout campaign generated over 100 million organic impressions, sparked a surge in app engagement, and led to a 20% increase in order frequency among new users.

CHALLENGE

For bigger promotions like the Zomato Gold Dining Carnival, the brand teamed up with Sociowash and various actors—Mithila Palkar, Mallika Dua, Jim Sarbh, and more—for an influencer-driven video campaign. These videos used quirky storytelling to address real customer pain points—like long queues and saving money—while offering a fresh perspective on dining experiences.

For bigger promotions like the Zomato Gold Dining Carnival, the brand teamed up with Sociowash and various actors—Mithila Palkar, Mallika Dua, Jim Sarbh, and more—for an influencer-driven video campaign. These videos used quirky storytelling to address real customer pain points—like long queues and saving money—while offering a fresh perspective on dining experiences.

STAGEY

Zomato’s regional focus was key. Campaigns aimed at Tier‑2 and Tier‑3 cities saw a 28% uplift in app growth, thanks to collaborations with local influencers who understood and connected with regional audiences. This helped expand presence beyond metros into deeper geographies.

Zomato’s regional focus was key. Campaigns aimed at Tier‑2 and Tier‑3 cities saw a 28% uplift in app growth, thanks to collaborations with local influencers who understood and connected with regional audiences. This helped expand presence beyond metros into deeper geographies.

SOLUTION

The cumulative impact of these influencer efforts was powerful: Instagram followers grew 17%—reaching around 1.2 million in 2024 The #ZomatoMemes campaign alone generated 120 million impressions, 2 million shares, and 300,000 UGC posts in just one month Loyalty metrics soared: Zomato Gold renewals increased 27%, and repeat orders climbed 36% The brand earned 150+ earned media mentions and was recognized as one of India’s top 10 most trusted brands in 2025

The cumulative impact of these influencer efforts was powerful: Instagram followers grew 17%—reaching around 1.2 million in 2024 The #ZomatoMemes campaign alone generated 120 million impressions, 2 million shares, and 300,000 UGC posts in just one month Loyalty metrics soared: Zomato Gold renewals increased 27%, and repeat orders climbed 36% The brand earned 150+ earned media mentions and was recognized as one of India’s top 10 most trusted brands in 2025

RESULTS

Trust via micro-influencers & UGC: Start with smaller creators to build authentic connections and real content. Humor wins: Meme-driven and witty campaigns strike chord better than conventional ads. Localized outreach is scalable: Targeting emerging markets with regional creators can drive significant growth. Influencer content delivers multi-layer ROI: From installs to retention, engagement, and brand trust. Measure deeply: Track not just impressions, but renewals, repeat usage, and sentiment to show real impact.

Trust via micro-influencers & UGC: Start with smaller creators to build authentic connections and real content. Humor wins: Meme-driven and witty campaigns strike chord better than conventional ads. Localized outreach is scalable: Targeting emerging markets with regional creators can drive significant growth. Influencer content delivers multi-layer ROI: From installs to retention, engagement, and brand trust. Measure deeply: Track not just impressions, but renewals, repeat usage, and sentiment to show real impact.

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