word of mouth
How Uber & Relatable amplified word of mouth at massive scale and stole the show at Super Bowl 50
RELATABLE X UBER
2
SUPER BOWL 50 CASE STUDY
How Uber & Relatable amplified word of mouth at massive scale for a really good cause.
3
THE OBJECTIVE
Create word of mouth with influential Uber ambassadors to drive emotional connection in core target audience
APPROACH
Cute puppies. Cultural relevance. Doing good while doing well. Just in time for Super Bowl 50, Uber and Animal Planet teamed up to deliver the cutest puppy squad on four paws with Puppies on demand. To amplify word of mouth and create awareness on the day of launch Uber partnered with Relatable to amplify word of mouth and help get the word out. Relatable identified, screened and invited 259 brand ambassadors, each with 100,000-850,000 followers and top-tier engagement. 5
Cute puppies Cultural relevance Doing good while doing well
THE CHALLENGE
How do you the word out?
We identified, screened & invited: 33,000 influencers in NYC 3,000 with 100K-1M followers 1,500 in fashion & lifestyle niche 1,000 with high engagement 550 right for the Uber brand 259 Uber brand ambassadors
Massive reach, high quality & on-brand story telling On Wednesday morning, Feb 3, 2016, all participating brand ambassadors published the same message at the same time (using their own unique style) to create a tsunami of engagement across Instagram in New York City.
RELATABLE X UBER
THE RESULTS
Authentic and relatable brand marketing at massive scale
RESULTS
Top trending topic in the U.S!
The campaign hashtag quickly became top trending across the US driving earned media & additional awareness
28
VALUE INSIGHTS
#sponsored posts outperformed organic!
Sponsored posts from participating brand ambassadors had even higher engagement than their organic average. 1.87% engagement vs. 1.6% organic average.
RELATABLE X UBER
29
RESULTS
Highlights
10M
187k
1,200+
1,900+
Social reach
Likes
Mentions
Comments
In core target segment
+16% above
More than 1200
With 100% positive brand
targeting NYC
organic average
friends tagged.
sentiment
All while engaging and supporting your biggest brand ambassadors & building brand equity with full control!
RELATABLE X UBER
30
VALUE INSIGHTS
40% of reach driven by Relatable
Lets talk. Martin Garbarczyk [email protected] +46 73 509 96 08
RELATABLE X UBER
32
WE AMPLIFY WORD OF MOUTH TO DRIVE BRAND MARKETING WITH YOUR MOST INFLUENTIAL BRAND AMBASSADORS
RELATABLE X UBER
2
SUPER BOWL 50 CASE STUDY
How Uber & Relatable amplified word of mouth at massive scale for a really good cause.
3
THE OBJECTIVE
Create word of mouth with influential Uber ambassadors to drive emotional connection in core target audience
APPROACH
Cute puppies. Cultural relevance. Doing good while doing well. Just in time for Super Bowl 50, Uber and Animal Planet teamed up to deliver the cutest puppy squad on four paws with Puppies on demand. To amplify word of mouth and create awareness on the day of launch Uber partnered with Relatable to amplify word of mouth and help get the word out. Relatable identified, screened and invited 259 brand ambassadors, each with 100,000-850,000 followers and top-tier engagement. 5
Cute puppies Cultural relevance Doing good while doing well
THE CHALLENGE
How do you the word out?
We identified, screened & invited: 33,000 influencers in NYC 3,000 with 100K-1M followers 1,500 in fashion & lifestyle niche 1,000 with high engagement 550 right for the Uber brand 259 Uber brand ambassadors
Massive reach, high quality & on-brand story telling On Wednesday morning, Feb 3, 2016, all participating brand ambassadors published the same message at the same time (using their own unique style) to create a tsunami of engagement across Instagram in New York City.
RELATABLE X UBER
THE RESULTS
Authentic and relatable brand marketing at massive scale
RESULTS
Top trending topic in the U.S!
The campaign hashtag quickly became top trending across the US driving earned media & additional awareness
28
VALUE INSIGHTS
#sponsored posts outperformed organic!
Sponsored posts from participating brand ambassadors had even higher engagement than their organic average. 1.87% engagement vs. 1.6% organic average.
RELATABLE X UBER
29
RESULTS
Highlights
10M
187k
1,200+
1,900+
Social reach
Likes
Mentions
Comments
In core target segment
+16% above
More than 1200
With 100% positive brand
targeting NYC
organic average
friends tagged.
sentiment
All while engaging and supporting your biggest brand ambassadors & building brand equity with full control!
RELATABLE X UBER
30
VALUE INSIGHTS
40% of reach driven by Relatable
Lets talk. Martin Garbarczyk [email protected] +46 73 509 96 08
RELATABLE X UBER
32
WE AMPLIFY WORD OF MOUTH TO DRIVE BRAND MARKETING WITH YOUR MOST INFLUENTIAL BRAND AMBASSADORS
