DM & Digital Campaigns
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 and pre-roll videos that showed the real cost savings for popular routes around town.
The Result
From one campaign to a global rollout.
The direct mail doubled driver conversions. And the online push for Uber Pool did more than perform. It proved the product would work in markets beyond the first few. On the strength of those results, Uber expanded Uber Pool globally.
One win earned the next, all the way from a single recruitment mailer to a worldwide product launch.