The CRM Content Campaign
To create the Uber Year in Review, the Creative, Data Science, and CRM teams came together to develop a series of celebration emails with a simple question as a starting point: “Who were you at Uber this year?”. The answer came after a creative deep dive inside Uber users data, that were transformed into 10 different characters created especially for the Year in Review campaign.
From data to personas
Before creating the characters, we had to take a deep dive into the user's data with a different perspective to bring art and science together in a creative way. Considering the possible situations of use cases, for both Riders and Drivers, we figured out how big they were and if they were large enough to cover a great part of our users base. Beyond that, they had to be interesting to be transformed into characters. After a long brainstorm of possibilities and ran a lot of queries, we finally were able to effectively create the first Personas.
Characters Creation
To make the personas work with anyone who receives our email, regardless of their gender, we took care and the challenge of creating names that work for everyone. To bring the characters into life, we partnered with the talented illustrator Leo Natusme and convey to him the challenge of creating characters that were ludic, fun, and gender-free.
The Emails
What might look like as just a simple email was actually a very complex project due to the targeting complexity, cohorts creation, email triggers, and others challenges, considering that it was made for a base of millions of users. Beyond the characters, that came in the emails alongside a tailored copy for each one of the 10 different ones, they also had curiosities about the user’s 2018, for both Riders and Drivers, with pieces of information like the number of compliments received and the year season that they ride the most. It was 4 different blocs of Infos, that appears in a modular way according to which character they were.
The Results
The campaign had an open rate of +37% above average for active riders and +23% above average for active drivers. It generated a fun buzz on social media, with a lot of tweets sharing good news and appreciations about their journey with Uber.
Uber Creative Team
Concept & Copy: Pedro Takeshi Ikeda + Pedro Andrade
Illustration: Leo Natsume
Art Direction: Rafael Drago
Creative Direction: Fabinho Cerdeira
