Grab Singapore is a Singapore based transportation network company. Grab uses data and technology to improve everything from transportation to payments across Southeast Asia.
Grab Singapore worked with Outbrain to Grab uses data and technology to improve everything from transportation to payments across Southeast Asia.
The Challenge: 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, including 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.
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.