Grab Singapore worked with Outbrain to recruit drivers for their taxi-hailing and car services.
Grab uses data and technology to improve everything from transportation to payments across Southeast Asia. Grab began as a taxi-hailing app in 2012, but has extended its product platform to include private car services, motorcycle taxis, social carpooling, last mile delivery as well as mobile payments. Currently it offers services in Singapore, Indonesia, Philippines, Malaysia, Thailand, Vietnam, Myanmar and Cambodia.
Grab Singapore wanted to recruit drivers amongst a range of audiences, spanning from the retiree to the student. In doing so, it faced a few barriers:
Scale, Efficiency, Growth and finding qualified leads with a high conversion rate.
Outbrain used Grab's Driver blog to create awareness. Over 30 images, headlines and source combinations allowed Outbrain’s algorithm to optimise towards the best results, with creative refreshed monthly. This drove effective mid-funnel prospecting in the form of quality leads. The Outbrain universal pixel was placed on the Grab driver recruitment landing page, activating custom audience collection and tracking conversions. Leads who started but not completed the action were also tracked through Outbrain’s Multiple Conversion feature.
Lower CPA vs. overall CPA benchmark
Higher conversion rate through retargeting
Higher CTR than average and maintained throughout campaign duration
Lower CPC than average
Reduced CPA by retargeting strategy
Retargeting from both stage 1 and stage 2, a cookie pool of users that had reached the driver blog and revenue calculator page but had not converted, were retargeted. To ensure no wastage, users that had already converted were also negatively targeted during this phase.