#UberStar
Uber India was facing a challenge in enhancing its image and relationship with its driver-partners. Although there was a significant number of active users and new driver sign-ups, many of these partners felt neglected by the company.
Client
Amazon Alexa
Responsibilities
Social Content Designer
Skills
Copywriting
Content Design
Script Writing
Script Direction
Timeline
16 Weeks
The Challenge
Amazon Alexa reached out to us with a need to raise awareness about Alexa through social media. At the peak of the COVID-19 pandemic, we needed to find a new way to reach consumers and potential users.
Results
As the Creative lead on the account, I realized that Alexa wasn't just a smart speaker, it has the potential to be an entertainer, an assistant, and more. Instead of trying to promote its features and commands, we showed how Alexa was a companion for everyday people.
And with COVID-19 pandemic, limiting people to their homes, we found the perfect opportunity: Friday evenings with Alexa.
Over the next two years, #FridaysWithAlexa became a ritual for the brand and its followers with countless artists and influencers from various categories showing how Alexa has become a part of their lives.
Client
Amazon Alexa
Responsibilities
Social Content Designer
Skills
Copywriting
Content Design
Script Writing
Script Direction
Timeline
16 Weeks
The Challenge
Amazon Alexa reached out to us with a need to raise awareness about Alexa through social media. At the peak of the COVID-19 pandemic, we needed to find a new way to reach consumers and potential users.
Results
As the Creative lead on the account, I realized that Alexa wasn't just a smart speaker, it has the potential to be an entertainer, an assistant, and more. Instead of trying to promote its features and commands, we showed how Alexa was a companion for everyday people.
And with COVID-19 pandemic, limiting people to their homes, we found the perfect opportunity: Friday evenings with Alexa.
Over the next two years, #FridaysWithAlexa became a ritual for the brand and its followers with countless artists and influencers from various categories showing how Alexa has become a part of their lives.
Client
Amazon Alexa
Responsibilities
Social Content Designer
Skills
Copywriting
Content Design
Script Writing
Script Direction
Timeline
16 Weeks
The Challenge
Amazon Alexa reached out to us with a need to raise awareness about Alexa through social media. At the peak of the COVID-19 pandemic, we needed to find a new way to reach consumers and potential users.
Results
As the Creative lead on the account, I realized that Alexa wasn't just a smart speaker, it has the potential to be an entertainer, an assistant, and more. Instead of trying to promote its features and commands, we showed how Alexa was a companion for everyday people.
And with COVID-19 pandemic, limiting people to their homes, we found the perfect opportunity: Friday evenings with Alexa.
Over the next two years, #FridaysWithAlexa became a ritual for the brand and its followers with countless artists and influencers from various categories showing how Alexa has become a part of their lives.
2,700+
Driver-partners identified
84.8 Mil
Impressions Generated
4.2 Mil
Users researched
2,700+
Driver-partners identified
84.8 Mil
Impressions Generated
4.2 Mil
Users researched
2,700+
Driver-partners identified
84.8 Mil
Impressions Generated
4.2 Mil
Users researched
The program was launched across social inviting people to share their experience with an #Uberstar
Phase 1 - Launching the initiative
I initiated a social call for riders (everyday customers of Uber) to share personal experiences and stories where driver-partners went above and beyond to help them.
Phase 1 - Launching the initiative
I initiated a social call for riders (everyday customers of Uber) to share personal experiences and stories where driver-partners went above and beyond to help them.
Phase 1 - Launching the initiative
I initiated a social call for riders (everyday customers of Uber) to share personal experiences and stories where driver-partners went above and beyond to help them.
We identified individuals from X (previously Twitter) that started coming in after launching the program
Phase 2 - Finding our star partners
I activated a social listening exercise to identify, acknowledge, and celebrate the “above and beyond” service of driver-partners.
Phase 2 - Finding our star partners
I activated a social listening exercise to identify, acknowledge, and celebrate the “above and beyond” service of driver-partners.
Phase 2 - Finding our star partners
I activated a social listening exercise to identify, acknowledge, and celebrate the “above and beyond” service of driver-partners.
Apart from rewarding them, we also celebrated these professionals across our platforms
Phase 3 - Digital to real-time recognition
I collaborated with several driver-partner hubs arranging weekly on-ground appreciation ceremonies to honor the distinctive service offered by these driver-partners.
Phase 3 - Digital to real-time recognition
I collaborated with several driver-partner hubs arranging weekly on-ground appreciation ceremonies to honor the distinctive service offered by these driver-partners.
Phase 3 - Digital to real-time recognition
I collaborated with several driver-partner hubs arranging weekly on-ground appreciation ceremonies to honor the distinctive service offered by these driver-partners.
Click to watch the video
Phase 4 - Recognition to celebration
Every month, I singled out driver-partners who genuinely stood out in terms of their journey, service, and excellence.
Phase 4 - Recognition to celebration
Every month, I singled out driver-partners who genuinely stood out in terms of their journey, service, and excellence.
Phase 4 - Recognition to celebration
Every month, I singled out driver-partners who genuinely stood out in terms of their journey, service, and excellence.
Finale: The Marketing-Product Impact
#UberStar was launched in 2018. 6 years later, it is a program that is still practiced by Uber India.
Different versions of #UberStar have also been implemented across various geographies of South-east Asia.
It’s become a product feature that helps Uber executives take note of outstanding driver-partners.
Finale: The Marketing-Product Impact
#UberStar was launched in 2018. 6 years later, it is a program that is still practiced by Uber India.
Different versions of #UberStar have also been implemented across various geographies of South-east Asia.
It’s become a product feature that helps Uber executives take note of outstanding driver-partners.
Finale: The Marketing-Product Impact
#UberStar was launched in 2018. 6 years later, it is a program that is still practiced by Uber India.
Different versions of #UberStar have also been implemented across various geographies of South-east Asia.
It’s become a product feature that helps Uber executives take note of outstanding driver-partners.
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