DM & Digital Campaign

How a fresh creative approach to driver recruitment earned Uber’s trust, and led to more opportunities.

My Role
Copywriting | Creative Direction
Content Strategy

The Problem

Uber doesn’t scale on instinct.
It scales on proof.

Uber needed more drivers, and they believed the fix was better creative, not more media spend. They came to us specifically because they felt our approach to direct mail and social advertising could outperform what they were already running. The job was to prove that theory right. Nail it, and there’d be more to do.

The Approach

Lead with the creative.
Let the results open the next door.

We focused on making the direct mail work harder than a recruitment mailer usually does, treating it less like a form to fill out and more like a reason to sign up. The plan behind the plan was simple: deliver on the first job, and let the results earn whatever came next.

The Work

We didn't pitch a job.
We pitched independence.

We landed on a pseudo-brochure that doubled as a starter kit, selling a bigger idea than a job: with Uber, you become your own boss, driving when and how often you want. The social ads followed the same idea and expanded our reach. Our approach beat their controls and served as a springboard to a growing partnership.

Targeted Pre-Roll

Facebook Sponsored Ads

The next assignment was bigger: help launch Uber Pool in select markets. We went local, building market-specific digital ads for each city and pre-roll video that showed the real cost savings for popular routes around town.

The Result

A 122% lift in conversions, and a new way to see Bing.

Using data to understand the audience and shape the creative, the new program drove a 122% lift in conversions, helped by continually adjusting the emails based on opens, clicks, and views. We didn't just change the numbers. We changed how business owners saw Bing, from an "also-ran" in search marketing to a partner in finding success.

Our Bing clients wanted to share the campaign internally, so we made this overview video to celebrate the success.