Reckitt, a global leader in consumer health, hygiene, and nutrition, has entered into a strategic partnership with GrabAds, the advertising division of Grab, Southeast Asia’s prominent superapp. This collaboration is set to elevate Reckitt’s brands, including Dettol, Enfagrow, Strepsils, Durex, and Gaviscon, across six key markets—Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines.
By tapping into GrabAds’ retail media network (RMN) capabilities, Reckitt aims to leverage first-party data to target high-value consumers more precisely, driving awareness and boosting sales. The brands will also benefit from Grab’s online-to-offline (O2O) ecosystem, ensuring swift product delivery to consumers through GrabMart and Grab’s extensive network of delivery partners.
Innovative Campaigns for Maximum Impact
The partnership harnesses the full spectrum of GrabAds’ ecosystem, from in-app discovery to product purchase and delivery. With the integration of first-party data, Reckitt will be able to reach consumers at crucial touchpoints, deploying ad formats such as native ads and search ads, ensuring timely and relevant messaging.
In a pioneering move, Reckitt has become the first partner to pilot GrabAds’ latest search ad format, a feature that allows real-time optimization of campaign performance through search keyword reporting.
The collaboration has already proven successful with Durex’s Valentine’s Day campaign, which featured a blend of in-app banners, push notifications, and in-store ads. The campaign utilized Grab’s first-party data to effectively target consumers ready to make purchases, resulting in a 64% year-on-year growth and a 20% uplift in sales.
“By being where consumers are and engaging with them, our brands… will become more accessible through Grab,” said Ashleen Ngion, Regional eCommerce Director at Reckitt. “We believe leveraging the retail media capabilities of GrabAds will allow us to unlock more precision targeting capabilities and grow brand penetration.”
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Retail Media Networks: The Future of FMCG Growth
Retail Media Networks (RMNs) are fast becoming essential for FMCG brands looking for precision in digital marketing. A GrabAds-Kantar study estimates that RMN ad spend in Southeast Asia will reach US$4.7 billion by 2030. This growing trend is driven by the ability to leverage rich first-party data to create highly personalized and timely campaigns.
“This partnership with Reckitt… supports them in optimizing their digital marketing strategies,” stated Ken Mandel, Regional Managing Director at GrabAds. “In a competitive landscape, brands need to align with consumer behaviours, offering on-demand access and enhancing last-mile delivery experiences.”
A Shared Vision for Future Growth
Both Reckitt and GrabAds are committed to pioneering innovative advertising solutions, with plans to roll out further campaigns for Reckitt brands in the coming months. As Reckitt continues to expand its presence in Southeast Asia, this partnership represents a significant step forward in enhancing its digital marketing capabilities.
About GrabAds
Founded in 2018, GrabAds offers advertisers multiple channels to engage Southeast Asian consumers through in-app ads, branding, and product sampling. It aims to help brands increase awareness, engage audiences, and drive action across the entire Grab ecosystem.
About Reckitt
Reckitt is a global leader in consumer health, hygiene, and nutrition. With a portfolio of trusted brands such as Dettol, Durex, Gaviscon, and Strepsils, Reckitt is dedicated to delivering innovative products that nurture a cleaner, healthier world.
