Lyft’s two audiences—drivers and passengers—created a unique marketing challenge. Whether it was on a landing page, in a video, email, or in the product itself, I ensured our voice stayed on brand and tailored to whoever we’re targeting.

connection

I helped double the Driver Digest readership in the 2018 year from 365,335 to 624,970, maintaining open rates over 40%. Other emails included product launches, pay change announcements, holiday messages, and more.

scripts & strategy

From holiday campaigns and interviews with drivers to education videos on new policies, I strategized content, wrote scripts, and helped produce successful video content for Lyft’s social channels.

a place to land

Landing pages stir up excitement, encourage next steps, and inform the viewer of what the hell is going on. Lyft's autonomous open platform, new product launches, and modes are just a few I've tackled.

BRAND GUIDELINES

Ensuring a brand’s voice and tone is consistent across channels is paramount to acquiring and retaining customers and creating brand loyalty. It’s a simple concept that takes a lot of creativity, thought, and late nights to deliver.

igniting change 

My team worked closely with the GR team, an illustrator, site builder, in-house designers, and producers to create the 2018 Economic Impact report. Driver earnings doubled, rides hit 375.5 million, and over $2 billion was generated across the US in 2017.

not taking things too seriously

In 2017, in the midst hot industry discussions about driver-less autonomous ridesharing, we created an autonomous ride-hailing device. A very real, very new-fangled wearable glove called Lyft Mono. That we just happened to launch on April 1st. I worked with the marketing, brand, ride experience, and PR teams to create a microsite and support media, and ensure we successfully confused local news. The jape resulted in 606M earned media impressions and 61 articles, including Adweek's "Best Of" Roundup.

A prank is not complete with a futuristic video campaign to match.

This is Bella. She kindly debuted the device for us.