THE CHALLENGE
Amid the pandemic with most people staying at home, the demand for rides obviously diminished but delivery demand increased. In response to this sudden change in consumer behaviour, Uber set out to raise awareness of their newly launched package delivery alternative, Uber Flash, in Colombia. Despite the pandemic, many businesses were continuing to service their customers, oftentimes reinventing themselves or their services to survive during these difficult times, and deliveries became challenging. But many businesses still weren’t aware that Uber offered a delivery service while others were not very familiar with how to use it. Dialogue was tasked with developing and implementing a communications campaign that would raise awareness of the Uber Flash service with quantifiable conversion, educate new and current customers on how to use it correctly, as well as reach prospective small and medium-sized businesses who needed it the most: this is how #EntregasFlash was born.
THE STRATEGY
Dialogue created a 360 campaign with PR, influencer, and social media marketing components to position Uber as an ally of entrepreneurs. Through both earned and paid media activities, we invited media outlets, journalists, Facebook groups, and KOLs/Influencers to be part of #EntregasFlash and to nominate SMBs/entrepreneurs who would then receive select promotional codes valid for their first delivery free, compliments of Uber. In addition, through compelling storytelling, Dialogue generated attractive content to share success stories from top enterprising Uber Flash users. The content was delivered to media complete with an artisanal multimedia kit that highlighted the grit and talent of some of the entrepreneurs that use the app, showcasing how they reinvented themselves during the pandemic. The kit was delivered to the hands of KOLs and journalists, along with inspiring stories and a step-by-step guide that explained how customers can reach the delivery service through different channels and how to use it correctly.
THE RESULTS
In addition to the 30+ publications obtained from the campaign with a 96% penetration of key messages, #EntregasFlash stood out with achievements such as the SEO positioning of news articles with the keywords Uber Flash, Uber and Entrepreneurship, and Uber Colombia. Dialogue also delivered 70+ promo codes to entrepreneurs through the nomination process (+85% did not know about Uber Flash before the campaign) of which 85% became new customers. The success stories were picked up by tier 1 publications such as Forbes Magazine, Revista Semana, El Tiempo, and Blu Radio, among other well-known media outlets. On social media, in addition to the journalists and media organizations’ posts, we surpassed our KPIs by 150% with over 2 million impressions, reaffirming the successful and highly motivated participation of the micro-influencers and entrepreneurial community during the campaign.
