Case Study: Grab Singapore achieves 3x lower CPA and higher driver recruitment conversions with Outbrain

How Grab Singapore Used Outbrain to Drive Acquisition & ROI

Grab Singapore, part of the regional Grab platform, needed to recruit new drivers in a small, saturated and expensive media market. Their objectives were to raise awareness and educate potential drivers (from students to retirees) about opportunities and requirements, while improving conversion volume and cost-efficiency beyond maxed-out lower-funnel channels like SEM.

Working with Outbrain, Grab ran a two-stage discovery-to-conversion campaign: awareness and education via a driver information blog, then conversion via a revenue-predictor calculator, using Outbrain interest data, creative testing, universal pixel tracking, lookalike audiences and retargeting. The campaign delivered strong efficiency and quality gains — 3x lower CPA vs. benchmark, 2.5x higher conversion rate from retargeting, 20% higher CTR, 17% lower CPC and a 10% lower CPA than the campaign goal (38% CPA reduction from retargeting).

Grab