Uber Jump

Content Marketing
Copywriting
Content Strategy

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.

Overview

Opportunity

Problem

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.

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.

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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.

Summary

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.

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Channel Strategy

Twitter

Dedicated news feed for L-Hell

updates and traffic alerts.

KPIs
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Instagram

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
LinkedIn

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
Email

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
Target Personas

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.

Key Messaging

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.

OOH Bus Wrap

Rush hour? Uggghhh.

Get off the bus and Jump around.

Grab a Bike
OOH Subway Takeover

Late again? Fuggedaboudit.

Beat the rush and be on time with Jump.

Reserve Your Bike
OOH Billboard

Traffic jams make you wanna Jump

Because bumper-to-bumper is wiggity whack.

Locate a Bike
Paid Media

L-Hell in NYC

Find out why so many New Yorkers are taking bikes to work. Does it affect you?

Find Out Now
Push Notification

Heavy traffic on 14th Street

Don’t be late! Jump up to get Downtown in 15 minutes.

Locate a Bike

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