Grab Stock Un-ception
6. Digital Experience Kancils [6.8 Best use of content marketing]
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Links:
Product/Service:
Technology
Client:
Grab
Brief:
Background:
Grab, Southeast Asia's leading superapp is listed on NASDAQ, one of the world's largest stock exchanges. But not all NASDAQ investors live in Southeast Asia. Which means they wouldn't truly understand the impact Grab has in the multi-trillion-dollar market in SEA, where 1 in 20 people are served by Grab.
Challenge:
Most global brands are known partly due to their multi-million dollar ad spend every year. How do we get investors who are considering investing in SEA to understand the ubiquity of Grab in the region?
Solution:
Idea:
Since it's not easy to get into the global news cycle, we decided to be part of all new media related to SEA. We partnered with Unsplash (through Content Creation by Getty Images) because Unsplash is a go-to rights-free image library often used by journalists, bloggers, and industry critics who do online commentary about SEA business. We identified topics relevant to investors and to Grab (e.g. Southeast Asia, gig economy, food delivery), and provided relevant photography to those topics. This way, Grab would start getting visibility by default.
