Case Study: Grab lowers CPIs and boosts first rides with Liftoff

Liftoff Decreases CPIs 33% Below Target for APAC-Based Ride-Hailing App

Grab, a leading ride-hailing app in Southeast Asia, partnered with the vendor Liftoff to tackle a specific challenge. Their goal was to increase the number of first-time ride bookings after app installs while also keeping their cost per install (CPI) and cost per acquisition (CPA) low for a campaign targeting Android users in Indonesia and the Philippines.

Liftoff implemented a solution leveraging its Machine Learning platform and creative A/B testing. The ML platform rapidly identified lookalike audiences most likely to install the app and book a ride, allowing for highly targeted programmatic advertising. This was complemented by creative tests that identified high-performing ad formats, including an animated banner that improved conversion rates by 99%. As a result of Liftoff's efforts, Grab's campaign saw CPIs drop to 33% below target, installs increase by 66%, and the install-to-ride rate improve by 4.6%.

Grab