Uber Ride To Remember|微电影|广告营销案例【ADGuider广告指南】

优步骑行记忆

案例简介：大纲每年有 360万美国人因为没有可靠的交通工具而错过医疗预约。错过预约每年花费医疗系统超过 1500亿英镑。65 岁以上的人中有一半没有智能手机，所以他们不能用应用程序请求搭车。当这个群体失去了自己开车的能力时会发生什么？毕竟，缺乏无障碍交通工具会隔离增加死亡风险。为了保持健康，人们需要社交，去看医生，等等。我们建造了远程游乐设施，让老年人恢复独立性，让行动更方便。策略我们如何利用社交媒体提醒所有年龄段的人，优步给你自由和交通便利？我们想通过这次活动接触到两个观众。首先，优步的活跃骑行观众，主要是年轻的城市居民，他们可以订购并与其他城市和州的年长父母和祖父母分享远程骑行。其次，65 岁以上的人口可能从未乘坐过优步。我们在父亲节发起活动，利用这个节日来提高情感影响力，提醒年轻人和老年人的父亲，他们可以送他们所爱的人一程，无论他们在哪里，去他们所爱的人需要去的地方。我们使用Facebook有机和付费帖子以及YouTube预滚动广告来接触这些不同的受众。我们对父亲节快乐行动的呼吁鼓励了与目标人口的社会分享。相关性温度结果我们在桌面和手机上发布了更多的社交帖子和付费媒体，以接触到我们的受众。该活动旨在通过加强优步与自由和无障碍的联系来改善品牌情绪。它在脸书上达到了 2800 万次，在YouTube上达到了 1600 万次。在社交渠道的完整视图中，它的表现比evergreen content高出 2.2x，包括: Twitter、Instagram、facebook和YouTube，在我们年轻的演示中产生了 + 53% 的召回，在我们旧的演示中产生了 + 85% 的召回。它还在我们年轻的演示中提供了 + 16% 的喜好提升，在我们年长的组中提供了 + 10% 的提升。执行父亲节那天，我们带着他永远不会忘记的一程让老弗兰克大吃一惊。为了解释摄制组，我们告诉他，我们正在围绕一个新功能进行研究，在这个新功能中，爱人可以远程从很远的地方给人们送去一辆优步车，帮助他们度过自己的日子，拜访朋友，赴约，等。弗兰克不知道的是，他的儿子和孙子都是从州外飞来的，送他一辆超级特别的优步给他一个惊喜 -- 这是他拥有的第一辆车，奥兹莫比尔 1952。小弗兰克送他一程，当他的旧轮子拉起他的儿子和孙子时，他也来了，完成了这个惊喜。活动描述对于婴儿潮一代和他们之前的一代人来说，获得驾照和第一辆车代表自由。但是随着这些人开始比以往任何时候都活得更长，失去了自己开车的能力，我们知道他们感到缺乏独立性，隔离对他们的健康极其不利。我们也知道优步可以给他们同样的独立感和他们得到第一辆车时的交通便利感。我们在移动优步应用程序中构建了远程游乐设施，以便人们可以轻松地向亲人发送游乐设施以获得重要约会等。然后我们在佛罗里达州萨拉索塔找到了一位 91 岁的爷爷，并从他在 “加利福尼亚” 的孙子那里给他的手机发了一个非常特别的优步只是这不是一辆普通的优步，这是 70 年前他第一辆接妻子的车 -- 一辆 20世纪50年代的奥兹莫比尔。

优步骑行记忆

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.