Singapore – Reckitt has teamed up with GrabAds, the advertising arm of Grab, to elevate brand visibility and drive sales across Southeast Asia by harnessing GrabAds’ retail media network (RMN) capabilities.
The partnership allows Reckitt’s health, hygiene, and nutrition brands, including Dettol, Enfagrow, Strepsils, Durex, and Gaviscon, to leverage GrabAds’ first-party data and innovative ad formats to precisely target consumers and enhance marketing across Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines.
With GrabAds’ RMN capabilities, Reckitt brands can precisely target high-value Grab consumers while tapping into Grab’s broader online-to-offline (O2O) ecosystem, including GrabMart and its delivery network, for instant product delivery to consumers.
The campaigns will also tap into GrabAds’ full-funnel ecosystem to maximise brand visibility and drive sales across key consumer touchpoints, from in-app discovery to purchase and offline delivery. Using first-party data, Reckitt can target specific consumer segments at optimal moments, utilising ad placements like native ads and search ads within the Grab platform.
Reckitt is the first partner to pilot GrabAds’ newest search ad format. Through this collaboration, Reckitt brands will gain access to real-time reporting for search keyword optimisation, improving overall campaign performance.
Ashleen Ngion, regional eCommerce director (ASEAN, Japan, and Korea) at Reckitt, said, “This strategic partnership with Grab aligns greatly with our guiding compass of putting consumers and people first. By being where consumers are and engaging with them, our brands—Dettol, Enfagrow, Strepsils, Durex, and Gaviscon—will become more accessible through Grab.”
“As an organisation with a strong entrepreneurial spirit and always seeking new growth opportunities, we believe leveraging the retail media capabilities of GrabAds will allow us to unlock more precision targeting capabilities and grow brand penetration. We are excited to build more shared success with Grab and pioneer new initiatives,” Ngion added.
Reckitt’s partnership with GrabAds kicked off with a regional Valentine’s Day campaign for Durex. In-app banners on Home Feed, GrabMart, and other Grab Marketing Solutions used first-party data to target purchase-ready consumers, boosting both awareness and sales.
“Our partnership with Reckitt, the first of its kind with non-food adjacent FMCG brands, represents a pivotal milestone for GrabAds as we enhance our service to the FMCG sector. This collaboration is designed to support Reckitt in optimising its digital marketing strategies and accelerating growth across Southeast Asia with innovative and creative campaigns that deliver comprehensive, full-funnel impact,” said Ken Mandel, regional managing director and head of GrabAds and enterprise at Grab.
“In a competitive FMCG landscape, brands can differentiate themselves by aligning with evolving consumer behaviours and preferences, including providing desired products on-demand and enhancing the last-mile delivery experience,” he added.
The partnership between GrabAds and Reckitt reflects a growing trend of FMCG brands like Reckitt turning to RMNs for growth. Advertising spend on RMNs in Southeast Asia is expected to reach US$4.7 billion by 2030, according to a recent GrabAds and Kantar study.
