New Trend in the Marketing World: Campaign Effectiveness is Now Measured by Real Sales Impact

Marketing trends are now shifting from merely building brand popularity toward achieving real sales, as evidenced by the successful collaboration of GrabAds with Sprite and Bear Brand.

Oleh Dewi Lestari 27 Jul 2026 2 menit baca 💬 0 komentar

Sumber: foto.kontan.co.id

In an increasingly competitive business landscape, the benchmark for marketing campaign success is undergoing a fundamental shift. Merely building brand awareness is no longer considered sufficient. Industry players now demand a direct, measurable impact on increasing sales volume and overall business growth.

The Nielsen Marketing ROI Blueprint report confirms this phenomenon, showing that about 38 percent of marketers today rank sales figures or Return on Investment (ROI) as their key performance indicators. Nevertheless, the challenge of measuring this effectiveness remains real, given that only 32 percent of marketers are able to comprehensively calculate ROI across all media channels used.

This shift in focus toward outcome-based marketing is reflected in the prestigious The Drum Awards for Marketing APAC. GrabAds, the advertising business unit of Grab Indonesia, successfully swept four awards for the effectiveness of integrated digital campaigns run alongside two global brands, Sprite and Nestlé Bear Brand.

Through the campaign titled "Refreshing a Nation on the Move", Sprite successfully capitalized on the Lebaran homecoming momentum to reach travelers using a location-based online-to-offline (O2O) strategy. This effort combined GrabCar fleet branding, real-time in-app notifications, and direct product redemption points. As a result, Sprite recorded a 30 percent surge in sales on GrabMart, along with a self-pickup conversion rate that reached 25 percent.

Meanwhile, Nestlé Bear Brand carried out the "1 Can at Suhoor" campaign, aiming to solidify the product's position as a must-have intake during the holy month of Ramadan. This campaign synergized out-of-home (OOH) media, digital channels, and tactical sample distribution, thereby efficiently bringing the product closer to consumers' daily routines.

Director of Commercial Grab Indonesia, Roy Nugroho, explained that the success of this collaboration proves the power of the digital ecosystem in integrating consumer insights, mobility, and purchase paths for more measurable results. This trend is believed to continue dominating the future of the advertising world, where the ability to precisely measure campaign effectiveness is key to corporate investment efficiency.