TMaaS/B2C Tech
Content Marketing
Copywriting
Content Strategy

Uber Jump

Uber bike-sharing launch in NYC. Includes

channel strategy, key messaging, target

personas, and ad copy.

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.

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.

Channel Strategy

Twitter

Dedicated news feed for L-Hell

updates, real-time traffic alerts,

and bike availability.

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

Engage target demo with

Humans of NY-style stories

about L-Hell.

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

Daily snaps documenting L-Hell

and how Uber is helping New

Yorkers beat the rush.

KPIs
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Direct Messaging

FB Messenger and WhatsApp

campaigns to build buzz and

distribute promo codes.

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

Organic posts encouraging

businesses to sponsor employee

bike-sharing programs.

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

Plant seeds in discussion forums

like Reddit, FB Groups, and

Discord about L-Hell.

KPIs
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Push Notifications

Push real-time traffic alerts with

bike availability and locations to

MQLs and HQLs.

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

Target, engage, and nurture key

personas by commuter segments

(car, train, bus, bike).

KPIs
  • Open rate
  • CR & CTR
  • Click-to-open rate
  • Bounce rate
Blog Posts

Generate backlinks with

shareable content to drive

traffic and awareness.

KPIs
  • Page views
  • CR & CTR
  • Bounce rate
  • Traffic source
Native Ads

Supplement paid social with

paid media on NYT, Google,

and Apple News feeds.

KPIs
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Display Ads

Digital and programmatic ads

touting Uber as the hero of

the L-Pocalypse.

KPIs
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Streaming Ads

Sponsored podcasts and paid

programming on streaming apps

like YouTube and Spotify.

KPIs
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Paid Search

PPC campaign with high-volume

and localized keywords, with

MQL retargeting.

KPIs
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Co-Marketing

Highlight bike paths and locations

on Maps; pair bike rentals with

Airbnb bookings.

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 Train Station

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

Whoops, there it isn’t.

Please view this page on your desktop for the full effect.