MANILA, PHILIPPINES – Southeast Asia’s leading superapp Grab continues to expand its selection of advertising solutions for marketers via GrabAds. The extensive GrabAds ecosystem offers omnichannel, full-funnel marketing solutions that effectively reach consumers both online and offline. GrabAds’ first-party data are extracted from the app’s real-world consumer transactions, allowing marketers to identify their target market’s demographics and in-app activities. This includes knowing what they eat (GrabFood), where they go (GrabCar), and what they buy (GrabMart), along with specific segments such as age, financial behavior, interests, and more. A fresh collaboration between Grab and Mentos One of GrabAds’ recent campaigns is a partnership with the crowd-favorite candy Mentos to introduce the latter’s latest products, the Grape Mint and Peach Mint sugar-free flavored candies. Mentos aimed to drive consumption during consumers’ afternoon breaktime, when people typically reach for a cup of coffee and other beverages to reenergize them. This instance presented an opportunity for Mentos to introduce their new mint flavors. Grab, being the most used delivery service for this occasion and category, seemed to be the perfect partner for this. With Mentos’s target market being in Metro Manila, Grab helped the brand achieve its goal through its extensive user base. Grab helped identify the behavior of the target market, which came down to those who usually order coffee and tea from popular GrabFood's merchants. Through GrabAds’ in-app and off-app advertising solutions, Mentos was able to execute a multi-channel campaign that maximized the platform. The in-app placements ensured high visibility and engagement with users, while the off-app efforts created buzz in high-traffic areas, and firsthand product experience. In-app advertising The campaign’s in-app visibility made use of GrabAds’ Automatic Placements on the platform to drive reach and awareness. These placements can also direct consumers to external links to drive consideration and conversion. Banners on the GrabFood Feed were also deployed to drive reach and awareness. These banners direct consumers to the merchants that carry Mentos product samples, and provide the option for the new candies to be included for free in their order. Off-app advertising Back in the real world, off-app marketing efforts took freshness to a new level. In correlation with the banners on the GrabFood Feed, 40,000 product samples were distributed among partner merchants. This comprised more than 60 branches of the famous coffee and tea chains Tim Hortons, Chatime, and Figaro. These product samples came free with orders to let customers try the new Mentos Grape Mint and Peach Mint flavors for a fresh breath after a beverage. Mobile outdoor advertising in the form of bike boards also generated buzz and awareness for Mentos’ campaign and new flavors around the bustling streets of Metro Manila. Get a world of creative solutions in one platform While the collaboration between Mentos and GrabAds made use of only a handful of Grab’s advertising and marketing solutions, there are even more executions on Grab that maximize its data and functions that could be beneficial for every kind of brand, product, and campaign objective. Both its in-app and off-app efforts provide partner businesses with the marketing materials and necessary consumer data to get creative with their campaigns on the platform. GrabAds’ vast ecosystem continues to grow — providing tailored solutions for every brand’s needs, and connecting the right consumers to the right businesses.Explore the GrabAds ecosystem and get creative with the platform’s solutions at www.grab.com/ph/business/ads/
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