Uber's mission is to make transportation as reliable as running water for everyone, in every city in the world. For three months in San Francisco, I got to help the world's largest startup work towards this mission as an intern on the CRM Creative team, as a copywriter and content strategist.
FIVE star rider
CAMPAIGN: Create a connection and shared experience between riders and drivers by congratulating riders on receiving 3 perfect ratings.
SUBJECT LINE: We appreciate you, [NAME]
PREHEADER: Congratulations on your rider milestone
learn about the app
CAMPAIGN: Show riders Uber features they might be interested in.
SUBJECT LINE: You’re on a roll, [NAME]
PREHEADER: See what else you can discover in the app
CAMPAIGN: Remind riders how easy it is to take an Uber to and from your favorite baseball stadium for a game. Then, you can celebrate the big win however you want. Play ball!
SUBJECT LINE: Catch the [TEAM NAME] while you can
PREHEADER: When you ride Uber to [STADIUM NAME], there are no curveballs.
alaska + chile
CAMPAIGN: Showcase Uber's widespread availability from North to South, and in 600+ cities and 300+ airports in-between.
SUBJECT LINE: Your ride across the globe 🌎
PREHEADER: From Anchorage to the Andes, we’ve got you covered
driver/rider referral communications
CAMPAIGN: My summer-long intern project was to redesign the communications for rider and driver referrals. Over 30% of new Uber riders and drivers come from referrals. We set out to make the process seamless, engaging, and shareable on a variety of networks.
CAMPAIGN: Create an email campaign about a "Frugal Urbanite." This persona is cost-conscious, preferring to use Uber for adventures with friends and the occasional morning commute.
SUBJECT LINE: Explore your city, [Name].
PREHEADER: Unleash your wanderlust without breaking the bank.
CAMPAIGN: Explain that riders can now add a stop or another destination to their ride.
SUBJECT LINE: Hey [Jenna], add an extra stop to your ride
PREHEADER: Pick up friends and family by adding multiple destinations to your trip.
CAMPAIGN: Riders can now add or subtract 5 minutes from their uberPOOL trip to save time or money.
SUBJECT LINE: Hey [NAME], customize your uberPOOL
PREHEADER: Set your preferences for a better POOLa experience.
rider to eater
CAMPAIGN: Get Uber riders to consider UberEATS as a new use case.
SUBJECT LINE: Hungry, [NAME]? 🍕 🌮 🍦
PREHEADER: Fill up with $10 for breakfast, lunch, dinner, or something in between.
SUBJECT LINE: Winner, winner: breakfast 🍳 lunch 🍔 and dinner 🍕
PREHEADER: Get fed fast with your $10 UberEATS code.
CAMPAIGN: Connect a paid ad campaign to a webpage that demonstrates three key Uber value props.