The GrabConnect project is built up by GrabMart with the aim to support the distribution and consumption of safe and qualified agricultural products from various provinces around Vietnam. In this project, the selected agricultural product was lychee, a specialty from the North of Vietnam. Using its highly multi-functional app, Grab and GrabMart played the role of connecting farmers and consumers across the country. Moreover, the project also promoted the digitalization process and actively contributed to the overall development of Vietnam’s agriculture. To do successfully meet that expectation, GrabMart proposed a unique key message, which is “Lychee is to be love, not to be rescued” with an objective to find such appropriate and creative communication solutions to spread the campaign and thereby, enhance the brand image as well as increase Grab’s brand love while contributing to the development of our society.

Taking on the task of implementing KOL and Influencer strategies for this project, SNAPS has cooperated with the top 10 most influential KOLs at that time. Social posts, which were developed by these KOLs and supervised by SNAPS, were so meaningful and impressive that it have received a huge amount of interaction with many positive comments rmentioning about the brand. Moreover, 300 tons of lychee were consumed before the campaign ended, which has shown the success of this campaign, not only through reported data and number but also in real values contributing to the community. It also demonstrated SNAPS team’s ability to gain this achievement with high proficiency, created trust and satisfaction as well as brought customers many benefits beyond expectations.

Inspired by popular content on social networks at that time, the campaign “GrabFood – Mưa Không Buồn” was launched to build the brand image of GrabFood as a youthful, modern brand that always catches up with the trend., always updates the actual situations, and always comprehends users’ insights. Therefore, the campaign will highlight GrabFood’s strength in food delivering regardless of bad weather conditions and hence, elevate brand position in the industry.