Going from Mengapa to Mantap Bersama Grab

Agency

APD Digital Services Sdn Bhd

Client

Grab

Product/Service

Grab Partner Driver and Rider Acquisition

Brief

Grab Malaysia successfully reinvigorated its disengaged Partner Driver and Rider community through their “Mantap Bersama Grab” campaign, spotlighting underrepresented groups like part-timers, women, and PWDs. This community engagement strategy exceeded expectations: a 20.7% uptick in social engagement, a 54% increase in Partner acquisition and a 272% rise in claimed benefits in H1 2023. The strategy didn’t just recruit new Partners; it galvanised a previously disengaged community into active, proud advocates of the Grab ecosystem, amplifying the power of effective community engagement marketing.

Solution

Grab Rider/Driver (Partner) recruitment declined by 70% in a challenging labour market and increased competition, greatly straining delivery capabilities.

Feeling overlooked, Grab Partners created online communities, disengaged from Partner benefit communications, ultimately asking themselves ““Mengapa Kami Memandu Grab?...”“

We flipped the question of ‘mengapa’ to ‘Mantap Bersama Grab’ - showcasing they can be greater with Grab. We employed a three-pronged, social media strategy:

CELEBRATE: Grab spotlighted standout Partners in entertaining ways on social media. Their distinct short stories showcased why they’re “Mantap Bersama Grab” through mini-documentaries underscoring their unique challenges and triumphs.

EDUCATE: The ““Grab Benefits Handbook”” and ““Pendapatan Hebat Dengan Grab (PHD)”” video series were rolled out on YouTube and Messaging apps. Special segments addressed secondary audiences, further personalising the content.

ADVOCATE: Grab encourag