Our approach.

To address Grab's goals, we implemented a multi-faceted localization strategy. This included localized metadata optimization, indexing in-app events with consideration for nuanced Chinese character combinations, and monthly submissions of culturally relevant feature stories tailored for the Chinese audience. We implemented a rigorous A/B testing strategy, trialling different varied content within the screenshots to discover what value proposition would maximize conversion.  

Leveraging Grab's illustrations, we focused on enhancing brand appeal and capturing user attention with aesthetically pleasing visuals. By adopting a clean and simple design approach, we ensured key elements stood out while staying in trend, and ultimately, encouraging users to explore further through compelling visuals and intuitive UI.

The results.

• Grab's Lunar New Year feature story was selected by Apple, showcasing the effectiveness of our localized content strategy. 

• 3.26x increase in impressions H1 2024 vs 2023.
 

• Over 2.31x uplift in App Visibility in China through improvement in keyword rankings. 
 

• Achieving the 1st position in iOS visibility when benchmarked against their competitors. Grab surpassed eight competitors—and are still in the number 1 position in iOS as we continue working hard to keep them there! 
 

• Grab’s share of voice has grown from 4.74% to 10.96% since the engagement started. 
 

• Grab’s ranking has grown from 35 to 14 in the travel category ranking. 
 

• Total Installs in Jan to April have exceeded those of Jan - April 2023 by 2.31x.
 

• One of the screenshot A/B tests saw a positive improvement trend in conversion rates by 2.16%.