Ask: Launch Uber’s new driver rewards program to over 10,000 cities through a multi-platform campaign designed to inspire, educate, and activate.
Creative Approach: Drivers often choose to drive for whichever platform pays the most. So to increase loyalty, Uber relaunched Uber Pro as a performance-based rewards program to help drivers earn more on and off the road. I led a team of copywriters to create a multi-platform campaign spanning emails, in-app messages, landing pages, and videos to get drivers exited about all the new rewards while educating on how to earn them.
To make things really official, we also carved a whole new space out for Uber Pro on .com.
We continued to—literally—drive brand loyalty by releasing new and improved products designed to make driving with Uber even better.