The objective of this campaign is to increase the number of first-time Jump by Uber trips between North Brooklyn and Lower Manhattan during the L-Train shutdown.
Content Strategy
Target Personas
High-quality leads with
optimal conversion.
Key Messaging
High-intent CTAs that
resonate and sell.
Channel Strategy
Content ecosystem
with KPI metrics.
Content Calendar
Aggressive agenda that
nudges and nurtures.
Overview
Get off the train and Jump around.
New York City Subway’s 14th Street Tunnel is being repaired due to damage caused by Hurricane Sandy in 2012.
Problem
The shutdown is set to disrupt the daily lives of more than 225,000 New Yorkers between North Brooklyn and Lower Manhattan for a period of 18 months or longer.
Solution
With 225,000 new users at stake, Uber has a unique opportunity to position Jump as the most convenient and reliable mode of transportation during the shutdown.
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
Competitive 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.
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 stand-still, causing heavy backups and massive delays.
OKRs, KPIs & ROI
Objective
Create a social-first strategy to convert 15% of active Uber users in targeted geos to first-time Jump users in the first 60 days.
Key Results
26% adoption rate based on an average CTR of 8% from all active channels.
TOFU: Twitter
Dedicated news feed for L-Hell updates, real-time traffic alerts, and bike availability.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Instagram
Engage target demo with Humans of NY-style stories about the daily commute in NYC.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Snapchat
Daily snaps documenting L-Hell and how Jump is changing the way New Yorkers get around.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Messenger
Use FB and WhatsApp to build brand buzz around Jump and distribute promo codes.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Blog & Email
Generate backlinks for media and nurture leads with exclusive promos and discounts.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Community
Start a dialogue in discussion forums like Reddit and Discord to plant seeds about Jump NYC.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Display Ads
Digital and programmatic ads showcasing Jump as the only solution to the L-Pocalypse.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Native Ads
Supplement paid social with paid media on Google and Apple News feeds, and YouTube.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Audio Ads
Sponsored podcasts and paid programming on streaming apps like Spotify and Pandora.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
TOFU: Search
Google ad campaign utilizing high-volume SEO keywords w/PPC and MQL retargeting.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
MOFU: In-App
Push real-time traffic alerts and promos to Uber HQLs and referral codes to Biker Besties.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Partners
Highlight Jump routes and bike locations on Maps and pair rentals with Airbnb bookings.
KPIs
- Impressions
- Engagement
- Reach
- CR & CTR
Target Personas
Crosstown Cohort
By targeting daily commuters 18 to 34 who are also existing Uber users, we can accelerate first-trip conversions via in-app promotions while saving on customer acquisition costs.
Uber HQLs
- Workday commuters
- Ubers to/from work
Bus Buddies
- Workday commuters
- Bus to/from work
L-Train Lovers
- Workday commuters
- Train to/from work
Biker Besties
- Daily commuters
- Bike to/from class
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.
