Uber Rider Campaign

After the big launch of UBER in Nigeria and Ghana, it was discovered that:
1. Riders in Nigeria are shifting to competitors brand
2. Riders in Ghana are unaware of the convenience of using UBER as opposed to other transportation options.
A media brief was submitted to resolve these problem across traditional and digital media.

Solution (Used an integrated media strategy):
1. We identified the target audience based on demographics and psychographics
2. Curated some insights of the media research data
3. Selected suitable channels and digital platforms
4. ___and birthed "The UBER EXPERIENCE #ubercity"

Traditional Media
Upon actively exploring various mediums against their penetration, reach and audience affinity, the following were selected:
1. TV- Used visual creatives like 30sec ads to showcase the Uber experience, conducted TV interviews within peak news and programs, placement on top rated shows that appeals to the TG
2. Radio- was targeted to those on mobile, transit times were scheduled with the UBER ad and OAP hypes, time-checks were also explored
3. Out of Home (OOH)- outdoor is big in Lagos and especially Ghana. Bus branding, billboards, LEDs all had UBER experience CTA

Digital
Since the TG were young, active and transient, digital was a key touchpoint to connect. The following were used:
1. App- leveraging the appstore to advertise and promote the UBER ad
2. SEM- PPC ads on google was a huge success to drive traffic to the UBER website and app
4. Social media- we leveraged the beautiful UBER creatives especially pictures and showcasing the UBER experience via sponsored posts, banners ads and content marketing to grow the UBER page and create social media trends
5. YouTube and Display Ads- YT banner ads, website display ads using google

Experiential marketing:
With the support of the BTL agency, I also led and managed the experiential activities for UBER
1. Collaborated with Top 4 events within the quarter to give the UBER experience such as UBER chauffeur, UBER Red Carpet, and UBER lounge
2. Organized the UBER influencer reveal party
3. UBER cinema experience/cinema campaign
4. UBER Mall experience

All these integrated efforts collectively improved the UBER awareness ratings to Top of Mind within the first Quarter, surpassed our KPI and received a brand bonus from the UBER international team, got approved more budget for an extension of the campaign.

Result:
1. Identified, negotiated and onboarded over 100 media partners for the campaign with average discount of 40% in rate and cost share 1-1 on radio
2. Generated average of 70% reach on radio, 200 GRPs, 3+ impressions, follow count growth by 50%
3. Reduced CPE, CPV, CPC. 6% increase in CTR and conversion
4. Increased top of mind awareness for the brand and improved sales in the first quarter
5. Achieved good compliance on radio- 80% and TV- 90%+ on an average on monthly basis