Building Uber’s Global B2B Presence Across EMEA Markets

CROWD

CREATIVE MARKETING CAMPAIGNS

MARKETING STRATEGY AND PRODUCTION

INBOUND MARKETING AND AUTOMATION

SOCIAL MEDIA AND COMMUNITY MANAGEMENT

Uber For Business (U4B) proudly owns a high market share when it comes to transport and food delivery services. With the brand expanding its business verticals across the world, the client required an effective paid media strategy to drive further penetration across European and African markets including the United Kingdom, The Netherlands, Germany, Sweden, France, Iberia (Spain and Portugal) and South Africa.

Leading with an umbrella creative concept to communicate the value propositions for Eats and Business Travel, Crowd adapted and localised creatives to resonate more and deliver higher ad engagement for our audience pools. Focusing on LinkedIn as a primary channel, campaigns were optimised for native form submissions and website sessions to service-based landing pages.

Crowd also supported with demand generation to create relationships with prospects and generate a healthy pipeline of marketing qualified leads within Adobe Marketo.

THE CHALLENGE

Uber For Business had a fragmented digital presence across Europe with several regions only repurposing US content and messaging without localising creatives or optimising audiences accordingly.

In other regions, campaigns were paused or not running at all, resulting in low awareness and not being able to achieve the same success as their direct-to-consumer brands, Uber Eats or Uber Mobility.

With little control of the main Uber For Business website for goal tracking, the challenge was to establish a cohesive and targeted brand awareness campaign with localised strategies for target markets that we could track and attribute conversions for.

The Crowd EU team ran a series of workshops with Uber’s Global and Local teams to identify project requirements, short and long-term KPIs and marketing needs, as well as become fully immersed in their CRM workflows.

We then developed a tailored media strategy for both Uber Eats and Rides services, focusing on awareness and conversion paths for all markets.

For Spain and Portugal, we also produced monthly social media content with strategic pillars to highlight new services, events and educational posts about the brand and industry.

“The Crowd team has helped us to scale creative across various markets in EMEA. With Crowd’s help, we were able to run various campaigns in multiple languages and report on our results to stakeholders. Whilst working together, the Crowd team was always helpful and able to supply recommendations for optimisations.”

CARMI HEYMAN, B2B CONTENT MARKETING MANAGER EMEA