AGENCY // DEPT®
CLIENT // UBER & UBER ONE
DURATION // 6 MONTHS

Did you know that ‘Uber’ is now a verb used in every day language? “Shall we Uber to the party?” That takes some strong brand positioning.

As a Copy Lead across Uber (for rides) and Uber One (membership), I was responsible for editing, reviewing and approving copy for the push / in-app experience and marketing emails to ‘rides’ customers around the globe. Uber launches various campaigns to acquire and retain customers, introduce new products and services, and highlight key benefits of their products. We helped them get the word out - and the words out.

Alongside making sure the copy sounded human, engaging and converted customers, it was my job to make sure all copy adhered to the client brief, Uber’s legal, regional and tone of voice guidelines, was within the strict character limit and was written in Global English (to later be translated for global audiences).

For every campaign, I collaborated closely with the agency’s in-house copy, design and strategy teams (UK & Canada-based) to make sure we were all aligned and making work we’re all proud of. A 5 star journey! I’d then present the ‘Round 1’ of copy to our international clients and provide rationale for why we chose certain words, phrases and key messages.

As you can imagine, Uber’s customer base is huge. We used personalisation and data to target and speak to customers wherever they are in their journeys. Even on their journeys. We also got involved in seasonal campaigns (my favourite ones) where we were able to have a little more fun, including their biggest event of the year; Uber One’s ‘Member Days’. There’s some cross-over here with Uber’s other offerings, like Uber Eats.

I also directly managed a team of talented copywriters across the Uber account.