An integrated marketing communications campaign for GrabRewards Philippines

• Main Author: Resurreccion, Chris Evert
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Customer loyalty programs—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6256; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13310/viewcontent/Resurreccion_ChrisEvert_11793821_1_Redacted.pdf
• Institution: De La Salle University

Aside from having a good product and good customer service, brands have also considered creating their own loyalty programs. Since acquiring more customers is significantly more expensive than retaining them, the “gift of giving back” is seen as an effective way for their consumers to stay loyal, spend more, and even recommend them to others. This is the reason why Grab has launched their own loyalty program called GrabRewards, to say thank you to their 8M users in the country. Automatically, all users of Grab become GrabRewards members without any sign-ups needed. However, it is seen that 80% of the points redemptions are used to redeem Grab transport and food delivery vouchers. To increase points redemption in GrabRewards partners, a 6-month integrated marketing communications plan is created for its primary target market. With the survey and FGD results taken into consideration, the big idea appeals to its target consumers to “charge to GrabRewards” the things that they need instead of paying in cash. Additionally, the campaign, which will be executed in the Philippines, consists of OOH ad placements in EDSA, as well as digital efforts which include social media ads, content marketing, and mobile marketing. With the help of other Grab verticals, the budget for this campaign is at P4.2M. Social media reports/insights and CRM tools will be used to evaluate the results and performance of the campaign, while CSAT surveys will be created to get the feedback of the consumers.