![]() Trialling media placement to tantalise users’ tastebuds.Outside of the app, delivery drivers used visuals from the Grab app on their vehicles to increase awareness of the campaign. To increase sales, we drove the campaign across in-app placement by having the native image, masthead, food banners and in-transit ads. In the Philippines, our Selecta Happiness campaign delivered over nine times ad spend (ROAS) and exceeded the campaign sales target by around 1.5 times. In Thailand, the ad campaign, which ran for a year, generated millions of impressions, with a high click-through rate and above two times return on ad spend (ROAS). This ability to go from awareness to conversion quickly brought results. When the consumer clicked on the ad for one of our ice creams, they were directed to the brand’s virtual store, before checking out and redeeming an exclusive deal or discount in a few simple clicks. To increase awareness, consumers on Grab were shown ads for Wall’s ice cream at various steps of their purchasing journey, including native image ads on users’ home pages, and power banners while their order was in-transit. The ICNOW teams worked with Grab to turn neighbourhood ‘mom-and-pop' grocery stores into Ice Cream Virtual Stores so consumers could purchase Wall’s ice creams via the app and have them delivered in minutes. However, movement restrictions meant that consumers couldn’t easily access ice cream products from home. ![]() Grab is South East Asia’s leading super app offering consumers food and grocery deliveries, taxi, car and bike rides, financial services and more.ĭuring the pandemic, demand for sweet treats, especially ice cream, rose in the region. Making the wait for a food order way more appetising.Here are just five of the different ways ICNOW is fulfilling the needs of new consumers and delivering growth. ICNOW was born from a crazy idea to place a cabinet in a delivery partner’s HQ to test if consumers would be interested in ordering ice cream online in the same way they order pizza and burgers.įast forward four years and ICNOW deliver smiles in more than 40+ countries and grew 60% in 2021 by ensuring consumers can have ice cream through three routes to purchase: Ice Cream with a Meal, Ice Cream with Groceries, and dedicated Ice Cream Virtual Stores that they can access via delivery apps. Something that the teams who drive ICNOW – our Ice Cream Now division – are incredibly good at. To ensure consumers choose your brand when spontaneity strikes is all about knowing your audience, their trigger points and having the right infrastructure in place to deliver. That emotional trigger is also a marketing opportunity. Watch: Introducing the Magnum Pleasure Museum in the metaverse
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