Bloomr.SG | Greater Content. Real Conversations. Actionable Insights — Grab

← Back

Case Study #1

“My Gangster Mum”

Brand Objective

To make a positive impact on the lives of their driver-partners, 365 days a year

Campaign Period

Sep - Oct 2018

Deliverables

6 YouTube Videos & 50 Instagram Posts | Trevmonki & Run of Creators

Grab Better 365! @ https://www.grab.com/sg/driver/better365/ Episode 1 @ https://youtu.be/XGQPbAn9RnY Episode 2 @ https://youtu.be/YyPlBbX5hGY Episode 3 @ https://youtu.be/eVxub4u0M74 Episode 4 @ https://youtu.be/NtY9QcpVDPU Episode 5 @ https://youtu.be/r98KbyRWKHE Episode 6 @ https://youtu.be/v5fWqJpiKUo A comedy series about a prideful single gangster mum, Abigail whose whole life revolved around getting drunk, getting into meaningless fights and hopping from one temporary job to another changed after she got pregnant with a child.

Strategy:

6 episodes of a web series that include call-to-actions (eg.recruit new hire), showcase enhanced app features (eg. GrabBenefits) and comprehensive benefits & welfare scheme (eg GrabAcademy).

End Results:

Case Study #1

“My Gangster Mum”

6 episodes of a web series that include call-to-actions (eg.recruit new hire), showcase enhanced app features (eg. GrabBenefits) and comprehensive benefits & welfare scheme (eg GrabAcademy).

Views: 1,465,000
Minutes Watched: 5,800,000
Engagements (95% Like rate): 6,000

50 Posts: 300,000 Reach
8% Click-Through-Rate

Case Study #1

“My Gangster Mum”

6 episodes of a web series that include call-to-actions (eg.recruit new hire), showcase enhanced app features (eg. GrabBenefits) and comprehensive benefits & welfare scheme (eg GrabAcademy).

Views: 1,465,000 Minutes Watched: 5,800,000Engagements (95% Like rate): 6,000

50 Posts: 300,000 Reach 8% Click-Through-Rate

Views: 1,465,000
Minutes Watched: 5,800,000
Engagements (95% Like rate): 6,000

50 Posts: 300,000 Reach
8% Click-Through-Rate