Reckitt Supercharges ASEAN Growth Through GrabAds Partnership

By The Malketeer

Unlocking New Growth Opportunities by Tapping into GrabAds’ Retail Media Network 

In a strategic move that signals the growing importance of retail media networks in Southeast Asia’s digital marketing landscape, consumer health giant Reckitt has inked a landmark partnership with GrabAds, marking one of the most significant non-food FMCG collaborations in the region’s retail media space.

First-Party Data Powers Precision Marketing

The partnership enables Reckitt’s portfolio of brands—including Dettol, Enfagrow, Strepsils, Durex, and Gaviscon—to leverage GrabAds’ sophisticated first-party data capabilities across six key Southeast Asian markets.

This integration allows for precise targeting of high-value consumers within Grab’s ecosystem, while tapping into the platform’s online-to-offline network for seamless product delivery.

Early Success Stories Point to Promising Future

The collaboration has already demonstrated its potential through a Valentine’s Day campaign for Durex, which achieved remarkable results.

The campaign, which utilised in-app banners across multiple touchpoints including Home Feed and GrabMart, delivered an impressive 64% year-on-year growth across markets and a 20% uplift in post-campaign sales.

Building on this success, a subsequent campaign in Vietnam between April and May 2024 generated over 3.9 million impressions and drove a stunning 227% increase in traffic to Durex’s store on the Grab app.

Innovation at the Forefront

Notably, Reckitt has secured its position as the first partner for GrabAds’ newest search ad format, gaining access to real-time reporting capabilities for search keyword optimisation.

This pioneering move reflects both companies’ commitment to pushing the boundaries of digital marketing innovation.

Riding the Retail Media Wave

The partnership comes at a crucial time, as advertising spend on retail media networks in Southeast Asia is projected to reach US$4.7 billion by 2030, according to a recent GrabAds study with Kantar.

The collaboration addresses evolving consumer behaviours in the region, where 61% of consumers prioritise products that can anticipate their needs, and two-thirds emphasise the importance of on-demand access.

“This strategic partnership aligns greatly with our guiding compass of putting consumers and people first,” says Ashleen Ngion, Regional eCommerce Director (ASEAN, Japan and Korea) at Reckitt.

“By leveraging GrabAds’ retail media capabilities, we can unlock more precision targeting capabilities and grow brand penetration.”

Ken Mandel, Regional Managing Director and Head of GrabAds and Enterprise at Grab, highlights the partnership’s significance: “This collaboration represents a pivotal milestone for GrabAds as we enhance our service to the FMCG sector. In a competitive FMCG landscape, brands can differentiate themselves by aligning with evolving consumer behaviours and preferences.”

The Future of FMCG Marketing

The partnership between Reckitt and GrabAds represents more than just another digital marketing collaboration—it signals a fundamental shift in how FMCG brands approach consumer engagement in Southeast Asia.

By combining Reckitt’s brand strength with GrabAds’ technological capabilities and consumer insights, this partnership sets a new benchmark for how traditional FMCG companies can leverage retail media networks to drive growth in the digital age.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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