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Grab brings back 'Local Heroes' campaign to offer free awareness for merchants

Grab brings back 'Local Heroes' campaign to offer free awareness for merchants

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As Malaysia currently experiences another Movement Control Order (MCO), Grab has brought back its Local Heroes campaign to offer free visibility, awareness and promotions across various marketing and digital channels to support neighbourhood businesses. These include local food courts, pasars, and small business owners.

The Local Heroes campaign was first launched last year and offered US$3.5 million in free, personalised ads for approximately 6,000 local businesses in 28 cities across eight countries. The ads were also featured on the most prominent spaces within the app for a five-week period. According to Grab, the campaign saw an increase in sales of up to 43%.

At the same time, with its revamped GrabMerchant platform, merchants can leverage social media channels to promote their products and services with a self-generated personalised link to their store via their GrabMerchant app. They will also have more autonomy to manage their online store, especially if they are running out of supplies or are unable to cope with the orders. Meanwhile, the ride hailing company has also reduced its commission ceiling by 5% to 25% for all food and mart merchants nationwide for four weeks until 10 February. It is also offering zero commissions for self-pick up orders. 

On a broader level, the company is reportedly in talks to merge with Gojek and according to CEO Anthony Tan, it is "well placed to acquire". Its total group net revenues grew approximately 70% year-on-year in 2020 compared with 2019, despite a competitive environment. President Ming Maa added that its group revenues have returned to “well over 100% of pre-COVID levels” and it has met its growth and profitability targets. As of Q3 2020, its food delivery business brought in over 50% of the revenue and was expected to break even by the end of last year.

Related articles:
Analysis: Be it Grab or Tokopedia, industry players outline Gojek's possible merger impact on ad industry
Grab's net revenue jumped 70% in 2020, food delivery biz expected to breakeven
Grab shines light on positive contributions of deaf community in Malaysia
SG competition watchdog looking into potential Grab-Gojek merger

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