🧭 Context

This case study was built for Swish, a fast-growing food delivery startup obsessed with freshness, flavour, and Gen Z culture.

As a data-driven growth analyst and a core Gen Z consumer, I wanted to explore how Swish could turn its brand promise - “Hot, Fresh, Tasty” - into viral, habit-forming growth.

The goal: design growth levers that feel cultural, physical, and emotional - not like ads or discounts.

💡 Approach

Problem Statement:
Traditional growth tactics don’t work for Gen Z. We scroll past ads, skip discounts, and forget brands fast. Retention is the real battlefield.

My Solution:
Two growth levers - one offline and sensory, one social and emotional - that work together to create low-cost, high-loyalty loops.

🔥 Heat & Scent Pamphlets - Turning Marketing Into a Sensory Experience

Designed interactive flyers distributed via Swish delivery riders.
Pamphlet 1: Heat-activated thermo ink that reveals hidden text as it warms (“Always Hot”).
Pamphlet 2: Scratch-and-sniff patch with food aroma - tying brand promise to scent memory.

Impact:
Unmissable brand impression (tactile + sensory = memory anchor).
Uses existing logistics network → low incremental CAC.
Sparks organic social buzz through “this is so cool” share moments.

🍽 Pass the Plate - Gifting and Referral Loop That Feeds Itself

Reimagined referral as gifting: users “Gift a Swish” through WhatsApp or SMS.
Each gift = sticker on a digital Gift Streak Card.
Gift 1 → 10% off
Gift 2 → 20% off
Gift 3 → Free meal
Each receiver becomes a new user, nudged to “Pass the Plate” - creating a viral referral flywheel.

Impact:

Every gift = acquisition + emotion.
Rewards tied to redemption → efficient CAC.
Creates a social moment → #PassThePlate trend potential.
Retention via streak rewards = gamified loyalty.

🚀 Learnings (Product + Growth Perspective)

Culture > Campaigns: Gen Z doesn’t buy ads - they buy meaning, humour, and shareability.

Offline ≠ outdated: Physical touchpoints can still hack attention when designed creatively.

Viral loops > one-time offers: Each referral should create another - that’s exponential growth.

Behavioural design matters: Scarcity, streaks, and emotion fuel stickiness far better than discounts.

Data can scale creativity: These experiments can be A/B tested, tracked by referral-to-referral conversion, and optimised into a measurable growth engine.

Big insight: The next wave of food delivery growth isn’t just faster delivery - it’s deeper belonging.