Download - UberPool Project
UBER POOLGFBM GROUP #16
STRANGERS OR FRIENDS
Carrington Alex Dulce Alyxis Katherine
BRIEFBackground
– 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
TENSION
People who use Uber don’t want to
share their ride
People who want to share their ride don’t
use UberVS
TRUTH
Everyone’s Striving toGet Somewhere
KEY INSIGHTSEconomic
– 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
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
STRATEGY
Saving money with uberPoollets you take advantage ofunexpected opportunities
SAVINGS OUT OF THE CAR
SAVINGS IN THE CAR
AUDIENCE: URBAN HUSTLER
People on the Subway People using UberX
Existing UsersProspects
&
NEW YORKERS 22-34
FREE TO HUSTLE
- Mullen Lowe , the rise of millennials: a recalibration of success
CREATIVE IDEA
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.”
IN THE NEWS:
Jay-Z
THE NEW YORK HUSTLER
Bob Dylan Aziz Ansari
“If you can make it here, you can make it anywhere”
“I hustleto live”
HUSTLE SCALE
“I live tohustle”
“I hustle toexperience”
Primary Target
#HUSTLE
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5 MillionInstagram hashtags
13 MillionTwitter hashtags
WORD OF MOUTH
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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
COMMUNICATIONS PLAN
PHASE 1
ENERGIZE THE BASE(Existing Customers)
1 2 3PHASE 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
EXECUTIONS
FOUR TOUCHPOINTSAdvocacy
– Loyalty Program– Plenti Partnership
Digital Outdoor– Public Transit Maps – Digital Screen ads
Street Team– Subway Survival Kits
Social– #freetohustle– Snapchat Stories
EXISTING CUSTOMER EXECUTIONS
LOYALTY PROGRAM
50%+ of respondents are likely to give a referral if social
recognition or access to an exclusive loyalty
program
SOCIAL HASHTAG
Snapchat Stories– Hustle Feed– Feature user content
Twitter– #FreeToHustle– Links out easily to other
platforms: Vine, Instagram, etc
Instagram– Leverage popular
influencers
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
PROSPECT EXECUTIONS
SUBWAY SURVIVAL KITSStreet Team
– Distributed on the Subway
– Includes Uber Pool promotional information
DIGITAL SUBWAY ADS
Millennials are 216% more likely to be influenced by in-store touch screen displays
METRICS
Target:
Existing customers —60% of Uber X users
– 1,303 more rides dailyProspective customers —40% of subway users
– 868 more rides daily
HOW WE REACH OUR BUSINESS
GOALS