3. BRIEF
Background
– Uber Pool lets you order a ride anywhere, any time
– 30% Discount from Uber X rate
– Driver picks up a second person as well, may drop them off first
Objective
– Grow Uber Pool rides
• From 0.39% to 2% of daily trips
• Over 12 months
• NYC Only
4. TENSION
People who use
Uber don’t want to
share their ride
People who want
to share their ride don’t
use Uber
VS
6. KEY INSIGHTS
Economic
– People will scrimp in some areas to splurge in others
Emotional
– Splurging isn’t about the item, it’s about the experience
that splurging improves
Cultural
– People come to New York to make it, you need money to
make it.
Human
– The unexpected can be frightening, but worth it
7. STATISTICS
Cultural
•1 in 5 young people believe
that New York is their ideal city.
Customer
•40% of Uber users are 25-34
•88% of people trust online reviews
as much as they trust personal contacts
13. MILLENNIALS ARE ALL ABOUT THE HUSTLE
“Millennials don’t reject capitalism, they embrace
‘conscious capitalism.’ They value experiences over
possessions. The next step to this thinking is that
being ‘rich’ doesn’t equate to having lots of money.
Having flexibility and freedom with their time,
and the ability to experience, learn and travel, are
more important than a fat paycheck.”
18. WORD OF MOUTH
58%
Share their positive experiences with
a company, and ask others for their opinions.
88%
Trust online reviews written by other
consumers as much as they trust their friends’ reviews
19. COMMUNICATIONS PLAN
PHASE 1
ENERGIZE THE BASE
(Existing Customers)
1 2 3
PHASE 2
FEED THE BEAST
(Prospects)
PHASE 3
GET OUT THE VOTE
(Extended Audience)
LOYALTY PROGRAM
PLENTI PARTNERSHIP
PUBLIC TRANSIT ADS
SURVIVAL KITS
#FREETOHUSTLE
SNAPCHAT STORIES
Summer 2017 Launch
21. FOUR TOUCHPOINTS
Advocacy
– Loyalty Program
– Plenti Partnership
Digital Outdoor
– Public Transit Maps – Digital Screen ads
Street Team
– Subway Survival Kits
Social
– #freetohustle
– Snapchat Stories
23. LOYALTY PROGRAM
50%+ of respondents
are likely to give
a referral if social
recognition or access
to an exclusive loyalty
program
24. SOCIAL
HASHTAG
Snapchat Stories
– Hustle Feed
– Feature user content
Twitter
– #FreeToHustle
– Links out easily to other
platforms: Vine,
Instagram, etc
Instagram
– Leverage popular
influencers
25. PLENTI
PARTNERSHIP
Earn points to add to
your hustle
– Earn UberPOINTS
and use them for
shopping at a variety
of retailers
– $1000 points = at
least $10 in savings
30. Target:
Existing customers —
60% of Uber X users
– 1,303 more rides daily
Prospective customers —
40% of subway users
– 868 more rides daily
HOW WE REACH
OUR BUSINESS
GOALS
