Case Study: How Uber’s WhatsApp 2 Ride campaign for Delhi NCR garnered 31M Impressions | #casestudy

This case study explores how Uber used WhatsApp business platform to enable consumers to book a cab through the messaging app. The campaign was amplified through an integrated media plan.

Uber made it easier for Indian riders to book a cab on a platform that they are comfortable with – WhatsApp. This case study explores how the brand reached its audience through various channels.

Category Introduction

Uber and WhatsApp forged a partnership in December 2021, enabling people to book an Uber ride via Uber’s official WhatsApp chatbot. The integration was a global first for Uber, making booking an Uber ride as easy as sending a WhatsApp message. 

Through this strategic partnership, Uber’s goal was to make it as easy as possible for all Indians to book an Uber ride, and to do that it had to meet them on platforms they are most comfortable and familiar with. After a successful pilot in Lucknow last year, Uber recently expanded its WhatsApp 2 Ride (WA2R) product to users in Delhi NCR.

Brand Introduction

Uber is a tech company that connects the physical and digital worlds to help make movement happen at the tap of a button. It reimagines the way the world moves for the better and believes in a world where movement should be accessible, safe, reliable, and affordable. So one can move and earn safely and in a way that’s sustainable for the planet. And regardless of one’s gender, race, religion, abilities, or sexual orientation, Uber champions everyone’s right to move and earn freely, and without fear. U

The goal of Uber’s social media campaign for WA2R was to drive awareness and consideration for this new product. Its target was to inform a new set of riders that they can now book an Uber ride via WhatsApp. 

Summary

The WA2R campaign was designed to support demand generation for a new product pilot, where WhatsApp was being used as a platform to acquire the next million new users. 

Problem Statement/Objective

Uber’s goal was to drive awareness and consideration that a user can now book an Uber via WhatsApp, its new product.

Brief

Create a social media campaign that drives top-of-mind awareness and consideration that you can now book an Uber via WhatsApp in an easy and hassle-free way. 

Single-Minded Message (SMM):

Booking an Uber just got as easy as sending a WhatsApp Message.

Reasons to Believe (RTB):

Primary 

• No need to download a new app (Uber) to get a ride when I need it
• Book a ride through the WhatsApp chat interface, an app I am well familiar with
• I have multimodal ride options as per my need (Auto, Moto, Cars) – targeting safety and price concerns 

Secondary 

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Creative Idea

The easiest way to book an Uber is through WhatsApp. Highlighting the RTB through our owned channels. 

Challenges

Ad recalls were low due to a lack of customised creative by funnel stage. The brand wanted to incorporate video creative and increase focus on a stronger creative tagline.

Execution 

Channels: Earned media for the launch announcement | Social Media Campaign for 3 months | OOH in key commuter locations  

Results  

Media: 

• 31M Impressions > 2.3M reach > 121k clicks 

Brand Lift Study Results: 

• Awareness saw a significant brand lift by 2.3ppts 
• Consideration saw a 1.3ppts positive lift above APAC benchmarks

“The WhatsApp for Business platform can be a lever for businesses that want to build a direct connection with their consumers. The Uber experience on WhatsApp is simple, familiar, and relatable for users across tier 1, 2, and 3 cities and it has the potential to accelerate the adoption of Uber with a new category of riders in India; especially those who don’t want to download yet another app or those not too savvy with smartphones or technology. India is a diverse country with multiple regional languages spoken and WhatsApp users in India have multiple regional language options. This can help businesses unlock new categories of users with customized solutions for products and services, across sectors. We are thrilled with this global-first integration, and look forward to rolling it out across India.” – Bec Kemp, Head of Partnership Marketing, Uber APAC

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