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Uber骑行纪念
案例简介：概要 每年，360万美国人因为没有可靠的交通工具而错过医疗预约。错过约会使医疗系统每年花费1500亿多。65岁以上的人中有一半没有智能手机，因此他们无法要求使用应用程序乘车。当这个群体失去驾驶能力时会发生什么？毕竟，缺乏交通工具会导致隔离增加死亡风险。为了保持健康，人们需要社交，去看医生等。我们建造了远程游乐设施，以使老年人恢复独立性，并提高机动性。 战略 我们如何使用社交媒体提醒各个年龄段的人，Uber为您提供了自由和交通便利？我们希望通过这次活动吸引两个观众。首先，Uber的活跃骑行观众，主要是年轻的城市居民，他们可以与其他城市和州的年长父母和祖父母订购和共享远程骑行。其次，可能从未参加过Uber的65岁以上的人口。我们在父亲节发起活动，利用这个假期来提高情感影响力，并提醒年轻人和老年人的父亲，他们可以送他们的亲人去他们所在的任何地方，去他们需要去的任何地方。我们使用Facebook的有机和付费帖子以及YouTube的预滚动广告来吸引这些不同的受众。我们呼吁 “父亲节快乐” 采取行动，鼓励与目标人群进行社交分享。 相关性 温度 结果 我们在台式机和移动设备上发布了更多的社交帖子和付费媒体，以吸引我们的受众。该活动旨在通过加强Uber与自由和无障碍环境的联系来提高品牌人气。在Facebook上获得了2800万的印象，在YouTube上获得了1600万的印象。它在包括Twitter，Instagram，Facebook和YouTube在内的社交渠道的完整观看次数中，比evergreen content高出2.2倍，并在我们的年轻演示中产生了53% 的回忆，并在我们的旧演示中产生了85% 的回忆。它还在我们的年轻演示中提供了16% 的好感度提升，在我们的老群体中提供了10% 提升。 执行 在父亲节，我们让弗兰克 (Frank Sr.) 感到惊讶，因为他永远不会忘记。为了解释摄制组，我们告诉他，我们正在围绕一项新功能进行研究，在该功能中，亲人可以远程发送人们从遥远的地方乘坐Uber，以帮助他们度过自己的一天，拜访朋友，约会等。弗兰克不知道的是，他的儿子和孙子都从州外飞来，给他送了一辆超级特别的优步，这是他拥有的第一辆车，一辆1952的奥兹莫比尔。小弗兰克 (Frank Jr.) 送他去兜风，当他的旧车轮拉起儿子和孙子时，他也来了，以完成惊喜。 运动描述 对于婴儿潮一代和他们之前的一代，获得驾照和第一辆车代表着自由。但是，随着这些人的寿命比以往任何时候都更长，并且失去了自己的驾驶能力，我们知道他们感到缺乏独立性，隔离他们的健康极为不利。我们还知道，Uber可以给他们带来与第一辆车一样的独立性和交通便利的感觉。我们在移动Uber应用程序中构建了远程游乐设施，以便人们可以轻松地发送亲人游乐设施以进行重要的约会等。然后我们在佛罗里达州萨拉索塔找到了一个91岁的爷爷，并从他在 “加州” 的孙子那里给他的手机发了一部非常特别的优步。只是它不是普通的优步，这是他70年前接妻子的第一辆车 -- 一辆20世纪50年代的奥兹莫比尔。
Uber骑行纪念
案例简介：Synopsis Every year, 3.6 million Americans miss medical appointments because they don’t have reliable transportation. Missed appointments cost the medical system over 150 billion a year. And half of people 65+ don’t own a smartphone, so they can’t request a ride with an app. What happens when this group loses their ability to drive themselves? After all, a lack of accessible transportation can lead to isolation, increasing the risk of mortality. To stay healthy, folks need to socialize, go to doctor’s appointments, etc. We built Remote Rides to give the elderly back their independence and made mobility more available. Strategy How could we use social media to remind people of all ages that Uber gives you freedom and accessibility to transportation? We wanted to reach two audiences with this campaign. First, Uber’s active riding audience, mostly younger, city-dwelling people who could order and share Remote Rides with their older parents and grandparents in other cities and states. And second, the population of folks 65+ who may have never taken an Uber before. We launched on Father’s Day to use the holiday to heighten emotional reach and remind fathers, young and old, that they can send their loved ones a ride to get from wherever they are, to wherever their loved ones need to be. We used Facebook organic and paid posts as well as YouTube pre-roll ads to reach these different audiences. Our call to action of Happy Father’s Day encouraged social sharing with the target demographics. Relevancy temp Outcome We ran boosted social posts and paid media across desktop and mobile to reach our audience. The campaign was designed to improve brand sentiment by strengthening Uber’s association with freedom and accessibility. It reached 28M impressions on Facebook and 16M on YouTube. It outperformed evergreen content by 2.2x in completed views across social channels including: Twitter, Instagram, Facebook and YouTube and yielded a +53% recall amongst our younger demo and a +85% recall to our older demo. It also delivered a +16% favorability lift among our younger demo, and a +10% lift in our older group. Execution For Father’s Day we surprised Frank Sr. with a ride he’ll never forget. To explain the film crew, we told him that we were conducting research around a new feature where loved ones could remotely send people an Uber ride from far away to help them go about their days, visit friends, make it to appointments, etc. What Frank didn’t know was that both his son and his grandson had flown in from out-of-state to surprise him by sending him a super special Uber—the first car he ever owned, a 1952 Oldsmobile. Frank Jr. sent him the ride and when his old wheels pulled up his son and grandson also arrived to complete the surprise. CampaignDescription For Baby Boomers and the generation before them, getting your driver’s license and that first car represented freedom. But as this population started living longer than ever before and losing their ability to drive themselves, we knew they were feeling a lack of independence and that isolation was extremely bad for their health. We also knew that Uber could give them that same feeling of independence and accessibility to transportation they had when they got their first car. We built remote rides into the mobile Uber app so that people could easily send loved ones rides to get to important appointments etc.. Then we found a 91-year-old Grandpa in Sarasota, Florida and sent his mobile phone a very special Uber from his Grandson in “California.” Only it wasn’t a regular Uber, it was the first car he used to pick up his wife 70 years earlier—a 1950’s Oldsmobile.
Uber Ride To Remember
案例简介：概要 每年，360万美国人因为没有可靠的交通工具而错过医疗预约。错过约会使医疗系统每年花费1500亿多。65岁以上的人中有一半没有智能手机，因此他们无法要求使用应用程序乘车。当这个群体失去驾驶能力时会发生什么？毕竟，缺乏交通工具会导致隔离增加死亡风险。为了保持健康，人们需要社交，去看医生等。我们建造了远程游乐设施，以使老年人恢复独立性，并提高机动性。 战略 我们如何使用社交媒体提醒各个年龄段的人，Uber为您提供了自由和交通便利？我们希望通过这次活动吸引两个观众。首先，Uber的活跃骑行观众，主要是年轻的城市居民，他们可以与其他城市和州的年长父母和祖父母订购和共享远程骑行。其次，可能从未参加过Uber的65岁以上的人口。我们在父亲节发起活动，利用这个假期来提高情感影响力，并提醒年轻人和老年人的父亲，他们可以送他们的亲人去他们所在的任何地方，去他们需要去的任何地方。我们使用Facebook的有机和付费帖子以及YouTube的预滚动广告来吸引这些不同的受众。我们呼吁 “父亲节快乐” 采取行动，鼓励与目标人群进行社交分享。 相关性 温度 结果 我们在台式机和移动设备上发布了更多的社交帖子和付费媒体，以吸引我们的受众。该活动旨在通过加强Uber与自由和无障碍环境的联系来提高品牌人气。在Facebook上获得了2800万的印象，在YouTube上获得了1600万的印象。它在包括Twitter，Instagram，Facebook和YouTube在内的社交渠道的完整观看次数中，比evergreen content高出2.2倍，并在我们的年轻演示中产生了53% 的回忆，并在我们的旧演示中产生了85% 的回忆。它还在我们的年轻演示中提供了16% 的好感度提升，在我们的老群体中提供了10% 提升。 执行 在父亲节，我们让弗兰克 (Frank Sr.) 感到惊讶，因为他永远不会忘记。为了解释摄制组，我们告诉他，我们正在围绕一项新功能进行研究，在该功能中，亲人可以远程发送人们从遥远的地方乘坐Uber，以帮助他们度过自己的一天，拜访朋友，约会等。弗兰克不知道的是，他的儿子和孙子都从州外飞来，给他送了一辆超级特别的优步，这是他拥有的第一辆车，一辆1952的奥兹莫比尔。小弗兰克 (Frank Jr.) 送他去兜风，当他的旧车轮拉起儿子和孙子时，他也来了，以完成惊喜。 运动描述 对于婴儿潮一代和他们之前的一代，获得驾照和第一辆车代表着自由。但是，随着这些人的寿命比以往任何时候都更长，并且失去了自己的驾驶能力，我们知道他们感到缺乏独立性，隔离他们的健康极为不利。我们还知道，Uber可以给他们带来与第一辆车一样的独立性和交通便利的感觉。我们在移动Uber应用程序中构建了远程游乐设施，以便人们可以轻松地发送亲人游乐设施以进行重要的约会等。然后我们在佛罗里达州萨拉索塔找到了一个91岁的爷爷，并从他在 “加州” 的孙子那里给他的手机发了一部非常特别的优步。只是它不是普通的优步，这是他70年前接妻子的第一辆车 -- 一辆20世纪50年代的奥兹莫比尔。
Uber Ride To Remember
案例简介：Synopsis Every year, 3.6 million Americans miss medical appointments because they don’t have reliable transportation. Missed appointments cost the medical system over 150 billion a year. And half of people 65+ don’t own a smartphone, so they can’t request a ride with an app. What happens when this group loses their ability to drive themselves? After all, a lack of accessible transportation can lead to isolation, increasing the risk of mortality. To stay healthy, folks need to socialize, go to doctor’s appointments, etc. We built Remote Rides to give the elderly back their independence and made mobility more available. Strategy How could we use social media to remind people of all ages that Uber gives you freedom and accessibility to transportation? We wanted to reach two audiences with this campaign. First, Uber’s active riding audience, mostly younger, city-dwelling people who could order and share Remote Rides with their older parents and grandparents in other cities and states. And second, the population of folks 65+ who may have never taken an Uber before. We launched on Father’s Day to use the holiday to heighten emotional reach and remind fathers, young and old, that they can send their loved ones a ride to get from wherever they are, to wherever their loved ones need to be. We used Facebook organic and paid posts as well as YouTube pre-roll ads to reach these different audiences. Our call to action of Happy Father’s Day encouraged social sharing with the target demographics. Relevancy temp Outcome We ran boosted social posts and paid media across desktop and mobile to reach our audience. The campaign was designed to improve brand sentiment by strengthening Uber’s association with freedom and accessibility. It reached 28M impressions on Facebook and 16M on YouTube. It outperformed evergreen content by 2.2x in completed views across social channels including: Twitter, Instagram, Facebook and YouTube and yielded a +53% recall amongst our younger demo and a +85% recall to our older demo. It also delivered a +16% favorability lift among our younger demo, and a +10% lift in our older group. Execution For Father’s Day we surprised Frank Sr. with a ride he’ll never forget. To explain the film crew, we told him that we were conducting research around a new feature where loved ones could remotely send people an Uber ride from far away to help them go about their days, visit friends, make it to appointments, etc. What Frank didn’t know was that both his son and his grandson had flown in from out-of-state to surprise him by sending him a super special Uber—the first car he ever owned, a 1952 Oldsmobile. Frank Jr. sent him the ride and when his old wheels pulled up his son and grandson also arrived to complete the surprise. CampaignDescription For Baby Boomers and the generation before them, getting your driver’s license and that first car represented freedom. But as this population started living longer than ever before and losing their ability to drive themselves, we knew they were feeling a lack of independence and that isolation was extremely bad for their health. We also knew that Uber could give them that same feeling of independence and accessibility to transportation they had when they got their first car. We built remote rides into the mobile Uber app so that people could easily send loved ones rides to get to important appointments etc.. Then we found a 91-year-old Grandpa in Sarasota, Florida and sent his mobile phone a very special Uber from his Grandson in “California.” Only it wasn’t a regular Uber, it was the first car he used to pick up his wife 70 years earlier—a 1950’s Oldsmobile.
Uber骑行纪念
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Uber Ride To Remember
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