Campaign Summary

Recognizing that 60 percent of its users are married with children and that hospitals and clinics rank among the top 10 destinations for GrabCar bookings, Grab Vietnam identified an opportunity to better serve mothers and mothers-to-be who often face physical, mental, and financial challenges during daily commutes. The company launched Grab4Mom, a specialized platform designed to make motherhood a bit easier, particularly for underserved pregnant women who might not publicly announce their condition. The platform features an Assistive Ride Toggle that subtly informs drivers to provide extra assistance and gentler driving, as well as a monthly package offering exclusive discounts on rides to hospitals and clinics, complemented by savings on grocery orders through GrabMart.

By leveraging its ecosystem data to identify and target mothers, collaborating with partners like Comfort, and implementing a structured CRM program, Grab achieved impressive results with minimal marketing spend, including thousands of assistive rides, a 15 percent monthly user growth rate, and significantly higher booking ratings and driver tips. The initiative strengthened Grab's position as a leading super-app while reinforcing its commitment to inclusive technology that serves all segments of society.

Strategy

Objective

Grab Vietnam aimed to ease the motherhood journey through practical and thoughtful solutions for daily commuting. The company recognized that while 60 percent of its users are married with children and hospitals rank among the top 10 destinations for GrabCar bookings, ride-hailing isn't always affordable for mothers, who may also require extra assistance during transit. With this insight, Grab sought to create a specialized service that would address the specific needs of mothers and mothers-to-be, improving their experience while strengthening brand loyalty.

Context

Motherhood presents numerous challenges: physical, mental, and financial. Despite modern advancements, mothers often feel underserved and face these challenges alone. This is particularly true in Vietnam, where millennial mothers, though more assertive and strong-willed than previous generations, still bear the primary responsibility for family care and frequently commute alone as their partners can't always accompany them. Cultural norms also discourage Vietnamese women from openly asking for help, especially pregnant women in their first trimester who haven't publicly announced their condition.

In a competitive landscape dominated by price promotions and discounts, Grab differentiated itself by focusing on service quality and user experience. Before Grab4Mom, there was a gap between the specialized needs of mothers and mothers-to-be and the customized ride-hailing solutions available to them.

Target Audience

The campaign targeted millennial mothers in Vietnam, who despite being more self-controlled and assertive than previous generations, still face numerous challenges:

• They play a pioneering yet solo role in caring for their families and raising children.
• They typically commute alone as their partners can't accompany them regularly.
• Cultural norms discourage them from openly asking for assistance, particularly pregnant women in their first trimester who haven't announced their pregnancy.

Creative and Media Strategy

Rather than relying on fancy communication or a complex media plan, Grab focused on enhancing the user experience through practical solutions. The route-to-market strategy consisted of three key pillars:

• Provide thoughtful, simple, and practical solutions for mothers, especially underserved expectant mothers.
• Maximize the Grab ecosystem powered by transactional data to integrate into the consumer journey and drive conversions.
• Leverage partnerships to scale up and multiply the impact.

The creative approach emphasized simplicity and practicality, creating solutions that addressed real needs rather than just marketing messages. The media strategy relied primarily on Grab's owned channels and in-app assets, supplemented by strategic partnerships, allowing the campaign to achieve significant results with minimal marketing spend.

Execution/Use of Media

Grab4Mom was executed through a comprehensive, data-driven approach that leveraged the company's existing ecosystem and user data:

1. The Assistive Ride Toggle. Recognizing that Vietnamese mothers often hesitate to voice their needs, especially pregnant women in their first trimester, Grab introduced a toggle feature that allows users to discreetly signal their need for assistance when getting in or out of vehicles or for a gentler ride. Grab driver partners were trained and equipped with a service guide to provide appropriate support.
2. The monthly package. To address the financial challenges of motherhood, including expenses for maternity checkups, vaccinations, and supplements, Grab designed a monthly package offering exclusive discounts for GrabCar rides to and from hospitals/clinics, along with savings on GrabMart grocery orders.

The implementation followed a strategic, step-by-step deployment:

1. Define the mom segment. Grab leveraged user digital footprints and first-party data from its ecosystem to identify the mom segment, based on relevant transactions such as transport rides to hospitals, clinics, and kindergartens, as well as purchases of mom and baby items through GrabMart.
2. Engage and convert. The company targeted mothers with timely and relevant communications before and after their transport rides and grocery orders, maximizing in-app placements and communication assets to convert them to opt into the package by highlighting compelling offers.
3. Follow-up and nudge. A structured CRM program was implemented to engage mothers throughout the month with tailored prompts:
• First 10 Days. Encourage package opt-in
• Next 10 Days. Remind users to utilize vouchers before expiration
• Last 10 Days. Reinforce voucher usage and encourage opt-in for the following month
4. Partnerships. Grab collaborated with fast-moving consumer goods (FMCG) brands like Comfort to enhance the in-transit experience while strengthening brand presence in the community, with plans to expand partnerships to include hospitals and clinics to further support mothers on their healthcare journey.

This execution approach allowed Grab to create a specialized service for mothers with minimal additional investment, leveraging existing infrastructure and data while adding thoughtful features that significantly improved the user experience.

Business Impact

Grab4Mom delivered impressive results across multiple metrics, demonstrating the power of thoughtful, user-centric innovations:

• The Assistive Ride Toggle
• Thousands of rides since launch, showing strong demand and positive reception
• 25 percent increase in booking ratings compared to standard rides, indicating enhanced service quality and user satisfaction
• 37 percent higher tipping for assistive rides compared to standard rides, demonstrating users' appreciation for the extra care provided by drivers
• The Monthly Package
• 15 percent average monthly user growth rate (package opt-ins) with almost no paid media promotion
• 2 percent code redemption rate for dedicated rides to hospitals among thousands of rides
• 21.8 percent code redemption rate for other types of rides
• Overall Campaign Performance
• 4 percent click-through rate for in-app communication assets, significantly higher than the norm

Beyond these quantitative metrics, Grab4Mom reinforced Grab's position as a leading super-app committed to inclusivity and purpose-driven innovation. By addressing the specific needs of a significant user segment with thoughtful solutions, Grab strengthened its brand image and differentiated itself in a competitive marketplace typically dominated by price-based promotions.

The initiative demonstrated that positive impact doesn't always require major innovations or substantial investments. Small yet thoughtful features, such as providing expectant mothers a discreet way to signal their needs or enabling mothers to enjoy affordable and comfortable daily commutes, can significantly enhance the user experience and build brand loyalty.

As the first-ever tailored commuting solution for mothers in Vietnam, Grab4Mom embodied the brand's purpose of developing technology that leaves no one behind. The program's success proved that even strong and independent millennial mothers benefit from support and companionship during their motherhood journey, and Grab positioned itself as a reliable partner in this important life stage.