Reverse the negative sentiments about the brand on social.
Grab, being in the transportation service industry, gets a high percentage of negative sentiments on social.
Goal is to turn things around and let the people see that Grab cares genuinely and is a real partner for success.
Wives of Grab drivers play a vital role in their family’s financial success.
According to the company’s recent study, 9 out of 10 of Grab drivers give their daily earnings to their wives. Given this practice, their financial success does not solely rely on their day to day earnings but also on the financial literacy and capacity of their wives.
Create an advocacy brand that focuses on building the financial literacy of the Grab drivers’ wives and amplify it on social media.
We created Misiskolar, the face and brand of the on-ground leg of the brand’s financial literacy efforts targeting wives of Grab drivers. We maximized the impact and reach of such efforts by broadcasting the events through Facebook Live and supporting them with similarly themed social media content.
Total Post Reach in 5 hours
Total Engaged Users
Peak Engagement Rate
Livestream • Live Edits