Uber Global Pride Playbook & Campaign
Global Marketing Lead // Drove brand strategy, development of a global playbook and 360 campaign execution for the Uber Global Pride Campaigns in 2017, 2018 and 2019. Led the stakeholder and partner alignment required to deliver a global campaign each year.
We empowered global teams to show up as one Uber brand while also using the power of marketing to shine a positive and inclusive light on the LGBTQ+ community. Shown below, the 2019 messaging and theme showcased the diversity and the many flags within the LGBTQ+ community, demonstrating that Pride comes in all colors. Uber is in a unique position of providing earning opportunities for LGBTQ+ drivers and deliverers that may otherwise struggle to earn income. We brought these powerful stories to life helping to support the community while also driving brand reputation/trust through social and employee engagement. The global playbook included guidelines for messaging, design look/feel, social media strategy, parade activations, digital office signage and swag.
Brand Strategy & Messaging
Global Playbook Development
Global Stakeholder Management
In-house Creative Team Partnership
Program Management
Traveling flags activation
We recognized the many flags within the LGBTQ+ community. Drivers, delivery partners, and employees brought 9 flags to Pride parades around the world and shared their powerful stories along the way.
Results and Outcomes
The primary positive outcome of the global playbook was consistent messaging and look/feel while empowering each global region (LATAM, APAC, EMEA) to build their own campaign extensions that made the most sense for their local markets. The US social campaign saw the highest social engagements up until that time with 1.46M social impressions, 565K video views, 7.2M GIF views on IG. Additionally, feedback from the Pride employee ERG was overwhelmingly positive year over year as measured by survey feedback, which was a critical success metric.