Grab helps Southeast Asia hop on board their transport platform

How Grab is making reliable transport and mobile payment a reality in Southeast Asia

Grab helps Southeast Asia hop on board their transport platform

Goals

  • To grow awareness and understanding of Grab’s transportation and mobile payment offering
  • To increase app downloads

Approach

  • To develop a strategic partnership with Google, centred around an annual Joint Business Plan
  • To develop key customer and market insights
  • To use Universal App Campaigns (UAC) to drive downloads

Results

  • 15% increase in conversion rates with UAC
  • 90% less time spent setting up UACs compared to pre-UAC campaigns
  • By February 2018, app had been downloaded 86 million+ times Over 3.5 million daily rides

Founded in 2012, Grab is now Southeast Asia’s leading on-demand transportation and mobile payment platform, making convenient, safe, reliable transportation a reality for over 620 million people. They have also created a proprietary mobile payment platform, GrabPay. They aim to help fix the payment infrastructure in Southeast Asia (SEA), to bring cashless payment to the market.

Currently operating in eight countries, Grab has faced challenges, especially with digital infrastructure. For instance, many potential customers and drivers lack access to formal banking infrastructure and technology necessary to use their product.

Peggy Zhu, Head of Performance Marketing at Grab, attributes a large amount of the company’s marketing success to Google’s Universal App Campaign (UAC) platform. After just 6 months of using UAC, Grab saw a noticeable uplift in app downloads, as well as spending 90% less set-up time compared to pre-UAC campaigns.

Google also worked with Grab to develop key customer and market insights, and to engage in workshops to assist their marketing and brand teams to identify areas for improvement. Google provided vital tools to help develop Grab’s product offering, such as Google Maps and Android Pay. Peggy Zhu believes that “having access to a suite of continuously developing products and services has been the main benefit of partnering with Google”.

This has allowed Grab to harness the latest technology to create a better product, and provide a better service, both in major cities, and smaller towns where people often don’t have easy access to technology.

Google’s innovations have also enabled Grab to optimise their internal processes. Peggy points to auto-optimisation in Smart Display as an example, and says that this has saved their team valuable time that would have otherwise been spent manually optimising their campaigns.

By February 2018, the company’s app had been downloaded over 86 million times, and enabled over 3.5 million daily rides.

Grab is now focused on developing their transportation and cashless payments platforms to keep their app as up-to-date as possible. They plan to work with small business owners to create a new value chain with GrabPay. When small merchants succeed they will help to drive financial inclusion for their communities on a local scale.

Their long-term goal is to help fully integrate SEA with the digital economy.

Products used by Grab: Analytics Android Pay App Campaigns Display Maps Search * YouTube

“From app campaigns and Analytics to Maps and YouTube, Google’s suite of products have helped Grab to grow as a business in all aspects” Peggy Zhu, Head of Performance Marketing at Grab