New York City Subway’s 14th Street Tunnel is being repaired due to damage caused by Hurricane Sandy. The shutdown is set to disrupt the daily lives of 225,000 commuters between North Brooklyn and Lower Manhattan for 18 months.
Uber Jump
Jump is an electric bike-sharing startup
based in Brooklyn and part of Uber’s NeMo division.
This is my creative brief for the GTM launch.
Opportunity
Problem
Solution
With 225,000 new users at stake, Uber has a unique opportunity to position Jump as the hero in a time of crisis. Its pedal-assist electric bikes will be the most convenient, affordable, and reliable mode of transportation during the shutdown.
Competative Outlook
Citi Bike and Lyft will be adding approximately 1,000 electric bikes in North Brooklyn and Lower Manhattan (with expansion into Bushwick), as well as 2,500 new docks (in addition to its dozens of docking stations along 14th Street), and up to 10 staffed valet stations near transit hubs.
225
Thousand New Yorkers impacted by the shutdown
4,500
New bikers between N. Brooklyn and L. Manhattan
70
Buses every hour on the Williamsburg Bridge
North Brooklyn
Grand Street, once the most dangerous road for cyclists in North Brooklyn, will now have a protected bike lane on one side and a buffer on the other.
Lower Manhattan
Bike lanes will be installed on 12th and 13th Avenues, along with a protected bike lane on Delancey St. between Allen St. and the Williamsburg Bridge.
Williamsburg Bridge
Approximately 70 buses per hour are expected to bring the Williamsburg Bridge to a standstill, causing heavy backups and massive delays.
OKRs & KPIs
Objective
Create a social-first content strategy to convert 15% of active Uber users into first-time Jump users in the first 60 days.
Key Results
26% adoption rate based on an average CTR of 3.4% across all active channels.
Channel Strategy
Dedicated news feed for L-Hell
updates and traffic alerts.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Humans of NY-style stories
about L-Hell in NYC.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Snapchat
Daily snaps documenting
L-Hell and Uber services.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Direct Messaging
FB Messenger and WhatsApp
campaigns to build buzz.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Promote employee bike-sharing
programs and culture.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Community
Plant seeds in forums
like Reddit and FB Groups.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Push Notifications
Push real-time traffic alerts
and promo bike availability.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Target key personas by
commuter-type segments.
KPIs
- Open rate
- CR & CTR
- Click-to-open rate
- Bounce rate
Blog Posts
Generate backlinks with
shareable, UGC content.
KPIs
- Page views
- CR & CTR
- Bounce rate
- Traffic source
Native Ads
Supplement ads with paid
media on mobile news apps.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Display Ads
Digital and programmatic ads
touting Uber convenience.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Streaming Ads
Sponsored programming
on mobile streaming apps.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Paid Search
Targeted PPC campaign with
keywords and list retargeting.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Co-Marketing
Promo bike paths on Maps
and bike rentals on Airbnb.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Crosstown Cohort
By targeting daily commuters 22 to 38 who are also active Uber users, we can accelerate first-trip conversions via in-app promos while saving customer acquisition costs.
Uber HQLs
- Uber commuters
- Workers/students
Bus Buddies
- Bus commuters
- Workers/students
L-Train Lovers
- Train commuters
- Workers/students
Biker Besties
- Bike commuters
- Workers/students
Uber HQLs
Uber to Jump trips.
Bus Buddies
Bus to Jump trips.
L-Train Lovers
Train to Jump trips.
Biker Besties
Referrals to Jump trips.
House of Pain
Get off the bus
and Jump around.
Kris Kross
Traffic jams make
you wanna Jump.
Van Halen
Go ahead and Jump.
Sugarhill Gang
NYC, Jump on it.
Carpe Diem
Position Jump as the hero in a time of crisis while urging commuters to seize the moment. Must be empathetic to the disruption of daily lives but quick to boost morale with an ethos that embraces a transformative mindset.
Voice
Community
We’re in this together.
Style
Bold New Yorker
Traffic? Fuggedaboudit.
Tone
Helpful
Bikes are just a block away.
Sentiment
Peace of Mind
Be on time with Jump.
Rush hour? Uggghhh.
Get off the bus and Jump around.
Grab a BikeLate again? Fuggedaboudit.
Beat the rush and be on time with Jump.
Reserve Your BikeTraffic jams make you wanna Jump
Because bumper-to-bumper is wiggity whack.
Locate a BikeL-Hell in NYC
Find out why so many New Yorkers are taking bikes to work. Does it affect you?
Find Out NowHeavy traffic on 14th Street
Don’t be late! Jump up to get Downtown in 15 minutes.
Locate a BikeWhoops, there it isn’t.
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