Grab Singapore started out as a taxi-hailing app in 2012, but has since extended its product platform to include private car services (JustGrab, GrabCar, and GrabShare), motorcycle taxis (GrabBike), social carpooling (GrabHitch), last mile delivery (GrabExpress) as well as a mobile payments services (GrabPay).
Challenge: Find New Drivers
Facing challenges such as the limited size of the Singapore market as well as driver saturation, Grab searched for ways to achieve incremental driver recruitment growth among audiences including retirees and students.
Ultimately, Grab had maxed out the lower funnel pool through paid digital media. It needed new channels to engage prospective drivers.
Strategy: Develop a DRIVE Strategy with Outbrain
Grab Singapore engaged Outbrain—the world’s leading premium native discovery platform—to develop its new DRIVE strategy to increase awareness, education, and conversions.
Discovery: Grab wanted to engage its audience at the discovery moment.
Rich, premium environments: Through Outbrain, Grab needed to access monthly active unique users in Singapore, in a premium native user environment.
Interest data: Outbrain’s Personal Interest Profile data would enable Grab to find a target audience with a high likelihood to engage with its content, product or app.
Value: To drive conversions, it was essential for Grab to add value to the journey through rich landing pages with a strong CTA that was optimized for conversion.
Effective: Because Outbrain uses a CPC buying model, the creative would act as a final filter, ensuring quality audiences who only clicked on images and headlines that resonated with them.
Implementation: Use Driver Blog and Income Calculator to Increase Awareness
With 9 million discoveries in Singapore every day across premium local content, Outbrain allowed access to a pool of over 80,000 data signals per second to serve online audiences with relevant recommendations.
Using its Personal Interest Profile and CPC buying model, Outbrain successfully drove awareness of what Grab is, how it works and the benefits of becoming a Grab driver by creating a Driver blog with more than 30 images, headlines, and source combinations. Outbrain’s algorithm was optimized for the best results, with creative refreshed monthly.
Headlines targeted students and those who had recently retired or were looking to increase their income. A Calculator was also introduced to helped interested Grab drivers estimate their potential revenue.
Results: Exceeding Grab’s Objectives
Using Outbrain’s strategy and tools, Grab’s objectives were achieved during Q2 and Q3 2017.