UBER
GROWTH & LAUNCHES
Leading Uber's hyper growth into the region
LAUNCHES
Cambodia Launch
Uber was launching for the first time in Cambodia.
There were a couple of challenges surrounding this launch.
We had limited time, limited (next to nothing) budget, a few operational hiccups that come with a new launch, and consumers having zero knowledge of the product. Together with the launch team, we sat together to strategise the important messages we wanted to communicate to this new market.
Keeping the updates from the operations team in mind, we focused the marketing messages to 3 important verticals - the concept of ridesharing, app education and the biggest benefit of Uber: not haggling.
Using existing materials, we created these short animated videos around the 3 verticals. These videos were simple, clear and designed to work for the market's connectivity capabilities. With the success of this campaign, it was adapted for the launch of Myanmar and Hat Yai.
UberMOTO Launch Indonesia
Indonesia was going to be the first APAC country to get the direct dispatch product. What direct dispatch does is allow for riders to go to their nearest UberMOTOR and get matched to that driver-partner and ride. No waiting.
As part of the launch team, we met every week to make sure the product was working beautifully and on time for launch. Being in the marketing team, we made education the feature. I was also heavily involved in naming the product, some of the terminologies for the UX and writing the step-by-step 'how to use' instructions.
With help from two popular influencers - Darto & Danang, these comedians helped add flair to the educational video.
We did two videos - one for existing Uber users and one for people who have not downloaded Uber but wished to try Hop On. These users would eventually be encouraged to download the Uber app.
UberFLASH Launch Singapore
Uber partners with ComfortDelGro Taxis to bring you UberFLASH.
With the touch of a button, get matched to your nearest uberX car or Comfort cab. This cuts down waiting time and is the start of a better relationship between taxis and rideshare in Singapore.
Our team ideated the campaign, alongside the creatives from Moove media and Comfort, to announce this groundbreaking partnership.
PAID MEDIA
Driver Acquisition
A series of static and animated ads that brought high awareness and sign ups.
This was one of our best performing ads of the year.
Rider Acquisition
Created high volumes of copy for rider acquisition, creating concise, high-impact ads across social, search, and display platforms to drive clicks and conversions. My copy variations tailored to audience segments and user intent, blending creativity with data to highlight value and deliver strong CTAs that scale performance efficiently, while making it easy to localise for various markets.
Occasion- focused Acquisition
For Australia Pride, we turned rainbow to provide paraders with a comfortable option to and back home from festivities.