How Can A Foreign Brand Beats The Voice Of The Strongest Local Brand in Social?

The Challenge

Grab as a foreign brand had been losing by far from Gojek, its direct local competitor in Indonesia. 

With average low engagement in almost every post.


What We Did

We reconstruct the social media strategy and approach into a very local lingo and deep-local taste of 

humor. Each post was crafted by using a framework of daily conversation that twist Indonesian local 

chatters into comedy.



Featured in major mainstream online news for its creative use of approach in social.

>1,000% increase of engagement in Twitter.

Proven effective, the approach was adopted by its competitor.

Maintained a strong engagement rate throughout other social media platforms.