Uber
DriveSafe, SaveMore: Uber’s 2024 Marketing Campaign
Tools
Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Timeline
06/01/2023 - 07/05/2023
Overview
San-Francisco based ride-share company Uber is on a mission to make their services safer and more affordable for riders. They also aim to enhance their social media presence with relevant and integrated content.
Objective
Understand and address current safety concerns, while also implementing rewards for loyal customers, retaining app retention rate. Increase traffic and engagement metrics on social platforms such as Instagram and TikTok. Implement celebrity partnerships that relate to target audience.
Outcome
Uber effectively addressed safety concerns, retained app users, and boosted engagement on Instagram and TikTok through strategic celebrity partnerships.
Strategist Role
Content Strategist was hired for a multifaceted role focused improving and utilizing Uber’s social media presence to address safety concerns while also increasing app retention rate. Specifically, responsibilities included ideating strategic ideas such as implementing rewards for loyal customers, streamlining designed content, and forging celebrity partnerships. Constraints such as time, budget, and technological limitations may have impacted the scope and execution of these initiatives, requiring careful planning and resource management to achieve desired outcomes.
Solution
The solution entailed implementing app retention strategies such as the Uber Mileage Club and the Uber Driving Game. To address safety concerns and relate to the target audience, collaborations with stars like Ice Spice and Matt Rife drove engagement on social platforms like Instagram and TikTok, solidifying Uber's commitment to safety and customer satisfaction. Competitions and giveaways are also included to boost user-generated content.
Research
Conducted market research to understand audience preferences and industry trends.
Target Audience
Uber has a diverse range of consumers in which they target their services to. This includes primarily Gen Z and Millenials, with middle to high income in urban or suburban areas.
Other Key Factors:
Does not own a car
Does not want to drive
Cannot drive
Drivers who want to provide rides
Ideation
Brainstormed app and follower retention strategies as well as rising influential celebrities.
Campaign Strategy
Uber's new campaign, "RideSafe, SaveMore," aims to employ diverse strategies such as app retention and social media engagement to reward loyal customers and provide crucial information on safe riding practices.
Strategies Include:
Incentives and Loyalty Programs
Gameification
User-Generated Content
Collaborations
Design
Style
Uber now will have sleek and visually appealing Instagram content with an aesthetically pleasing grid. The elevation of graphic content adds sophistication to Uber’s social media presence on Instagram.
Implementation
Launched campaigns across social media platforms
Loyalty
The Uber Mileage Club
A program designed to reward customers for every mile they travel with Uber. As they accumulate miles, customers can earn money off of their future rides.
The Uber app will keep track of your mileage via a progress bar.
Users will have the choice to be notified when they’ve reached a new discount.
Gameification
Playing the new Uber driving game on the Uber app offers users exciting rewards including exclusive discounts. As users navigate through the game, they have the opportunity to drive using their finger and avoid certain obstacles while gaining coins. Every 10,000 coins gained within the game can then be exchanged for $1 off of their Uber ride.
Uber Driving Game
UG Content
Competition Repost
Followers will have the chance to enter to win a carpool karaoke ride with one of Uber’s star brand ambassadors. Drawings will happen once a month and will require fans to follow Uber on TikTok and Instagram and post a TikTok video tagging Uber and talking about their favorite Uber ride story. Additional entries can be made for an Instagram story repost about that month’s lottery.
Our customers need to be heard, which is why Uber will continue to respond quickly and efficiently to any questions or concerns from their audience.
Collaboration
Ice Spice & Matt Rife
Uber brings together a unique relationship with renowned personalities Ice Spice and Matt Rife. These rising stars will bring a wave of users in with carpool karaoke video content and paid advertisement TikToks. Carpool karaoke content will include other stars from various generations and genres of music: Lionel Richie, Dolly Parton, Mariah Carey and Jon Bon Jovi. This will turn the heads of other generations and bring in additional followers across platforms.
“Tips from Matt”
A new segment showcasing a series of short, insightful tips from comedian Matt Rife. This will be aimed at helping Uber riders make the most of their experience while prioritizing safety and sustainability. Short segments may include safety first, sustainable choices, etiquette, and consideration, app features and updates, and a new rewards program.
Campaign Guidelines
Results
The campaign achieved significant improvements in app retention rates and engagement metrics on social platforms. Customer feedback indicated increased satisfaction with Uber’s safety measures and rewards programs.
Key Findings
Strategic celebrity partnerships can effectively drive engagement and resonate with the target audience. User-generated content competitions are valuable for fostering community engagement. Reward incentives drive customer app usage.
Conclusion
Uber's DriveSafe, SaveMore campaign exemplifies our commitment to safety, affordability, and customer satisfaction. Contact us to learn how we can elevate your brand's marketing efforts.
This is a mock campaign
Contact Us
Email: 20kardese@gmail.com | Phone: (201) 575-6879 | Website: www.kristinardese.com