CN x GRABSHARE PROJECT
Undeniably, travel within the Metro is time-consuming especially during rush hour that many Filipinos considered commuting the worst part of their day. To address this challenge, Cartoon Network and Grab PH, with the aid of Grupo Agatep, launched the CNxGrabshare campaign with the goal of making commuting bearable, fun, and less stressful for commuters, and creating content that is highly shareable on social media to ensure that the campaign is visible to its target audience.
Prior to the start of the campaign, the proponents decorated the exteriors of numerous Grab cars based on characters from three of the most popular Cartoon Network shows: The Powerpuff Girls, Adventure Time, and We Bare Bears. Plushies for picture and video-taking and tablet computers for leisure were installed in cars.
Moreover, at a given time, one of the themed cars carried a promodizer that asked the rider questions related to Cartoon Network and Grab. Freebies were also given to passengers who answered the questions correctly.
To generate publicity, local online influencers were tapped to post content about the campaign on their social media pages. Press releases were also dispatched to selected traditional and online media outlets. In addition, notifications about the campaign were also sent to Grab users’ accounts.
To start the campaign, the themed cars were sent to the influencers’ respective pickup points as agreed upon. During their trips, the riders posted content featuring the freebies they were able to take home after their ride, and photos and videos of themselves on their accounts posing with the plushies and enjoying content on the tablet computers assigned to their respective rides.
The goals of the campaign were achieved as shown by the accomplishments listed below:
- The campaign received positive responses on social media from themed car riders.
- Favorable responses went viral on social media. All posts related to the campaign contributed to an estimated 50,000 in organic impressions and an estimated 31,000 in likes by the end of the campaign.
- Cartoon Network was successfully able to tap into the audience of Grab, and vice versa, which allowed both to increase brand loyalty and endearment among their respective markets, in turn opening up more possibilities for similar kinds of partnerships.
- The success of the campaign and how it exceeded the proponents’ expectations have also led to both Turner and Grab making plans to replicate it in other markets both are present in.