How Uber’s Marketing Strategy Drives Results With Instagram Influencers
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Uber Marketing Case Study: How Uber Partners With Top Travel, Fashion & Lifestyle Influencers On Instagram
Over the course of eight years, the car transportation service Uber has generated five billion trips through its mobile app. Since its founding, Uber Technologies Inc. has expanded into other ventures, including meal delivery and large-scale shipping. However, the company’s growth has been met with considerable controversy in a variety of arenas. Notably, founder and CEO Travis Kalanick resigned in June 2017.
Nevertheless, in the face of challenges, Uber has pushed forward to maintain their dominance within the transportation service sector. In the following case study, we’ll examine two Uber influencer marketing campaigns — one promoting Uber NYC during the spring and summer of 2017, and the other advertising the car service more generally.
Uber's Marketing Strategy In New York City For Spring & Summer 2017
Uber offers car transportation services in 250 cities. Of those 250, New York City generates the largest amount of revenue for the company, averaging $26 million each month.
To promote Uber’s car transportation service in NYC during the Spring and Summer of 2017.
- Uber partnered with 18 Instagram influencers, most of whom were Millennial macro influencers with more than 100,000 followers.
- The influencers created a total of 32 sponsored NYC-centric posts, utilizing the tag @uber_nyc and hashtag #uberpartner
- Andrea Denver — 1.1M Followers
- Bridget Bahl — 502K Followers
- Jessica Wang — 600K Followers
- Charlotte Bridgeman — 172K Followers
Known for his crisp, clean style, model and fashion influencer Andrea Denver was the largest personality involved in the campaign with 1.1 million Instagram followers. In his one sponsored post, Denver looked to capture the essence of his personal brand in a quintessential NYC setting.
Additionally, the photo’s description paid homage to Uber NYC in an organic and conversational manner. This single post garnered over 43,000 likes and 256 comments for an engagement rate of 7.4%.
In her highest performing post, NYC-based fashion Instagrammer and blogger Charlotte Bridgeman thanks Uber for a ride from the airport, following a recent trip to Europe. Uber generates considerable revenue from providing transportation to and from U.S. airports and Bridgeman’s relevant post amassed over 7,000 likes and 112 comments for an engagement rate of 6.5%.
Uber’s NYC Instagram influencer campaign generated 229K likes, 3K comments, and an average engagement rate of 4.6%.
Uber Markets Its Car Transportation Service For Fall
A widely recognized international brand, Uber is immensely popular among commuters and travelers alike. Recently, Uber has doubled down on influencer marketing as a means of reaching consumers both in the U.S. and abroad.
Promote Uber’s car transportation service for Fall among millennials throughout various regions.
- Uber partnered with 13 Instagram influencers, all which were millennials of working age. Nine of the 13 influencers involved were macro influencers with upwards of 100,000 followers.
- A total of 15 sponsored posts were created with Instagrammers tagging the official @uber Instagram account within the caption. The unifying hashtag #whereto was also utilized by all but one of the influencers.
- Jack Morris — 2.7M Followers
- Jessica Wang — 600K Followers
- Daniela Ramirez — 198K Followers
- Gregory DelliCarpini Jr. — 153K Followers
As one of the world's top travel influencers, Jack Morris of @doyoutravel is well sought after for his travel insights and tips. He created one sponsored post in collaboration with Uber, which is one of the highest-performing of Uber’s ongoing fall campaign.
Through the photo and caption, Morris communicates how Uber enabled him to explore Paris on a time crunch. To date, Morris’s post has garnered over 104,000 likes and 550 comments for an engagement rate of 7.7%.
Jessica Wang is a travel and fashion influencer based in NYC known for her vibrant and polished Instagram photos. By partnering with Wang, Uber targets fashion and travel enthusiasts looking to her for pro tips and advice.
Wang created one sponsored post for Uber’s fall campaign, showcasing time spent with her family. The post is fun and eye-catching, but also includes a call-to-action (CTA) in the caption. Wang’s multi-image post has amassed more than 11,000 likes and 194 comments for a 3.9% engagement rate.
To date, Uber’s Instagram influencer campaign has garnered 164K likes, 1.5K comments, and an average engagement rate of 6.1%.
Related Post: How Top Travel Instagrammers Are Shaping Our Wanderlust
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November 15, 2017 By Mediakix Team