DriveSafe, SaveMore
pany that I use weekly: Uber. What do you think when someone says Uber? I don’t mean the definition or company slogan. I mean the colors, fonts, and style. For me, Uber was black, cyan-blue, and green. I imagined sleek and modern vector images representing their brand and modern stylistic choices. Uber indeed gives off a certain streamlined design. However, when looking at their social media “modern” and “streamlined” were definitely not contributing factors.
Hi! My name is Kristin Ardese and I am a professional Graphic Designer and Marketing Strategist. I hope that by sharing some of my expertise, I can help offer valuable insights and build an engaging community.
Background
I quickly unveiled Uber’s social media presence for what it was. As an international brand, who holds over 70% of the market share, I expected Uber to have millions of followers. What I found were profiles that capped off at only 1.5M, with low engagement on each post. This was even more disappointing once I found that Uber’s target audience was people ages 16-24. This was an audience that is wildly active on social media. In addition, there was no real “face” of the brand. No one that the audience could relate to. This got me thinking. Why would Uber not put more effort into their social media? Yes, they are already successful amongst other brands, but why not continue to grow your audience? Uber needed a revamp. A new strategic social media plan.
The Campaign
Uber’s new social media campaign DriveSafe, SaveMore will rely on style, rewards, collaboration, and user-generated content to spread its message.
Style
Uber will now introduce sleek and visually appealing Instagram content that provides an aesthetically pleasing grid. The elevation of graphic content adds sophistication to Uber’s social media presence on Instagram.
Rewards
In my experience, many Uber users will download the app only when they need a ride, and then quickly delete it off their phone. Through the introduction of various rewards programs, customers will have the chance to save big on their rides. I felt that this was best to further establish brand loyalty and keep the Uber app downloaded and saved on every phone.
Collaboration
Uber will bring together a unique relationship with artist Ice Spice, and comedian Matt Rife. These rising stars will bring a wave of users in with carpool karaoke video content and paid advertisement TikToks. By introducing a new segment “Tips From Matt,” Uber’s audience will get short and insightful tips from Matt Rife. These will be relatable and aim to protect Uber users. Collaboration with these stars will bring attention back to Uber and keep the followers coming back for more.
User-Generated Content
Followers will now be inclined to produce user-generated content via the chance to enter to win a carpool karaoke ride with one of Uber’s star brand ambassadors. With drawings happening monthly, fans can enter to win by:
Following Uber on Instagram and TikTok
Posting a TikTok video tagging Uber and detailing their favorite Uber ride story
Bonus entries for Instagram story reposts
These parameters for entering to win will spike Uber’s audience and get them seen on the most prominent social media platforms.
Final Comments
This social media campaign will be successful in driving Uber’s target audience right to their social media. By increasing followers, brand awareness, and brand loyalty, Uber will continue to drive their success.
