Uber for Business

Localised messaging creates 5% conversion rate

A messaging framework and marketing automation for a global B2B brand looking to crack the UK.

Transportation and food delivery

Client

UBER

Industry

TRANSPORTATION / FOOD SERVICE

Target Audience

OFFICE MANAGER
HR MANAGER
REAL ESTATE MANAGER
FACILITIES MANAGER
PA

As the B2B arm of the world’s most successful ride-hailing and food-delivery brand, Uber for Business allows organisations to easily manage business travel, employee meals and local deliveries.

The Matter

Uber for Business’s European team lacked the local presence or resource needed to launch its first UK B2B content campaign.

Enter Don’t be Shy. ‘The Team That Eats Together’ promoted the workplace-unifying power of Uber Eats during the pandemic.

Illustration on an online meeting
Persona research
Messaging framework
Creative wrap
UX planning
Wireframing
Persona research
Messaging framework
Creative wrap
UX planning
Wireframing
Montage of branded Uber materials
The Energy

BUILDING FUN, FRESH PATHS TO CONVERSION

We created a full-funnel ‘campaign on page’, which grows increasingly personalised as users interact with it.
Crafted issues-focused content tailored to our personas – including 20 blogs, four expert-led videos, and an arsenal of ‘micro content’ for social.
Built out multiple, persona-led paths to conversion: users’ content and LinkedIn interactions matched them with an appropriate Marketo workflow, allowing Uber’s sales team to better nurture qualified leads.
Devised content with built-in agility that rapidly adapted to shifting lockdown policies.
Honed a B2B marketing strategy with maximised reach and headroom for conversion-rate optimisations. Initial tests on a small data pot from Uber helped our full launch make a huge splash.
The Reaction

“Don’t be Shy nailed it. The team created a strategy that considered and catered to our key personas and their challenges at a turbulent time, when roles, wants and needs are so in flux.”

,
B2B Marketing Lead,
Uber for Business

51%

Asset engagement rate from first 5,000 visits

2,300

MQLs generated

5%

Conversion rate