If 2024 was the year Reels firmly emerged as a central aspect in the consumer journey, 2025 has been the year brands learned how to use its true potential for visibility, for storytelling, personalisation, and actual business outcomes with innovation and creativity.
Earlier this November, Meta announced the winners of its second Reels Impact Awards, celebrating the most effective and platform-native Reels work from across different market regions. For us at M+C Saatchi Performance, this year’s awards were a moment to acknowledge the collaboration, experimentation, and cross-market teamwork behind the campaigns we’ve helped shape for Grab.
Across Malaysia, Indonesia, and Singapore, our teams contributed to several campaigns that were recognised for strong craft, creative use of the Reels format, and performance-driven execution.
While each market had its own nuances, all of the work shared a common thread of simple ideas, made for how people consume short-form content today.
In Malaysia, our work on the Grab Family Account was awarded Best Reels for Creators & Craft. The campaign highlighted the perks of a single Grab Family Account that was brought to life through creator-led storytelling, which made the Reels short, light, and relatable. It was built for quick viewing and quick resonance, and it stood out for how naturally it fit into the Reels ecosystem.
In Indonesia, two entries from Grab’s Every Day Low Price campaign were recognised. The performance-focused execution won Best Reels for Performance, highlighting how value messaging can be delivered cleanly and impactfully through short-form video. And the brand-led counterpart won Best Reels for Brand, showing that simplicity, pace, and platform-first creative choices can turn an everyday message of affordability into an engaging Reels narrative. These two wins captured both sides of what successful Reels content can achieve with strong storytelling.
Our work also contributed to recognition for campaigns led by Grab’s partners in Singapore. A CreAItor for Every Craving, developed by VaynerMedia Asia Pacific with our media team supporting, won Best Reels for Innovation & Generative AI as well as Best Reels for Creators & Craft.
The campaigns pushed creative boundaries with generative AI to produce personalised content, while still feeling native to the Reels experience. We aimed to balance new technology with creator expression and media execution and made them stand out in the Meta Reels Impact Awards 2025.
Across all three markets, the recognition reflected the kind of work we’ve been building with Grab throughout the year, designed with platform behaviour at the core.
As Reels continues to evolve, the opportunities for brands across APAC will only expand. For us, these wins are simply a marker of where we are today and a push towards what’s next.
We’re proud of the teams involved, grateful for partners who trust the process, and excited to keep building Reels work that connects with audiences in relevant ways.
Congratulations to everyone who contributed, and a big thank you to our partner, Meta, for the recognition!
