#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.
Overview
Client
Uber
Timeline
16 Weeks
Responsibilities
Content Design & Creative Direction
Skills
Copywriting
Content Design
Script Writing
Creative Direction
Influencer Strategy
The Challenge
Uber wanted to create a better bond with their riders and driver-parnters. Social and PR challenges had created perception around the brand which was impacting the experience of both the riders and driver-partners.
Results
As the Creative lead on the account, I spearheaded the launch and development of the #UberStar program. The initiative is designed to shine a light on outstanding driver-partners who were recognized by riders for their services on social media through tweets and social posts, but failed to receive due recognition for their efforts from the brand.
The platforms ended up identifying unique driver-partners across the country and helped put a spotlight on individuals who have stood out for their personality, their help, their service. Most importantly, we highlighted individuals who go the EXTRA mile.
2,700+
Driver-partner identified
84.8 Mil
Impressions generated
4.2 Mil
Users reached
Campaign Case Study
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Step 4: Impact & Reflections
Impact - Moving from Marketing to Product
#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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