Grab: Local Heroes Regional Campaign

Omnichannel Marketing

During the COVID-19 pandemic, small-scale businesses struggled with digital marketing. Partnering with Grab, we utilized our Digital Creative Automation (DCA) tool to produce personalized ads, foster community ties, and highlight local narratives. We assisted Grab in efficiently launching large-scale ad campaigns, empowering micro-operators to enhance their brand presence on both the app and social media platforms.

Challenge

During the COVID-19 pandemic, larger businesses rapidly adopted digital marketing, while small-scale operators like hawkers and mom-and-pop stores struggled to keep pace due to limited budgets and lack of digital expertise. These small businesses needed a way to not just market themselves, but also to build lasting relationships with their customers.

Strategy

In partnership with Grab, we aimed to go beyond traditional advertising by using our Digital Creative Automation (DCA) tool to not only create ads, but also foster community engagement for 500 small businesses. This strategy included developing personalized content that resonated with local communities and deploying a Just-in-Time system for targeted reach. We emphasized storytelling and local narratives to build a deeper connection between these small businesses and their customers.

Execution

Initial contact with eligible Grab operators was made via email. Prime advertising space in the Grab app was dedicated to these small businesses, maximizing visibility. We also launched a community campaign encouraging the public to support local businesses through the gifting of cards. Additionally, we utilized social media platforms to share stories and experiences of both the business owners and their customers, thereby creating a more personalized and relatable brand image.

This concerted effort lays the groundwork for enduring relationships, fostering mutual trust and support between Grab and its valued merchants.

See What We Achieved

Our campaign marked a significant milestone in supporting local businesses, with hundreds participating, generating millions of in-app impressions, and achieving an impressive uplift in sales transactions. The achievements reflected in the statistics below showcased the efficiency of customised marketing strategy and emphasise our dedication to empowering small-scale enterprises in the digital realm: