Uber Pride

THE ASK

By building an overarching strategic platform with contemporary creative that could be implemented on a global scale beyond June Pride month to 365 days a year, we were asked to develop a tailored campaign to help generate greater brand trust and perception, and have impactful messaging resonate with drivers, riders, eaters, merchants and employees alike.

Uber reached out to Titanium to create their 2021 Pride Global Marketing Playbook to help the brand better communicate and authentically represent itself to LGBTQIA+ audiences.

OUR PLATFORM

Right to Pride

Given our unified strategic platform needed to drive increased engagement and greater brand awareness centered around Uber’s support of the LGBTQIA+ community and commitment to inclusivity, we worked in partnership with senior brand stakeholders, developing an inspirational strategic platform Right to Pride which complemented Uber’s overarching Right to Move platform.

Right to Pride is about the brand putting a stake in the ground showing it believes everyone has the right to move freely, safely, and without fear, not only in the month of June but year-round.

With the brand committing to help empower a better experience for the LGBTQIA+ community, and particularly the transgender community, the platform showed it takes everyone’s support, and that means starting with getting their internal house in order.

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THE SOLUTION

Play by Playbook

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As an SME committed to diversity, equity and inclusion, we made sure all messaging, creative, social, in-app communications and media outreach featured clear guidelines that were thoroughly vetted for impactful, yet mindful language; as well as kept top of mind the cultural nuances and sensitivities of sub- audiences (Black trans community, etc.)

Inside our playbook we provided detailed instructions, including best practices – do’s and don’ts – for content and design, as well as developed the brand’s go-to-market and cadence rollout calendar where Uber could best demonstrate its core values.

Bringing it all together.

Right to Pride’s strategy and creative pushed the brand using visuals that made audiences do a double-take and the color, incorporating the rainbow Pride and Philadelphia flag colors. Below is a list of deliverables included inside the Playbook as well as production.

  • Playbook development

  • Campaign Strategy

  • Messaging – platform naming, narrative, tone of voice, content creation

  • Creative Concepting – campaign visual “look and feel”

  • Asset production:

    • Digital banners (static and animated)

    • Social posts (Instagram, Facebook, LinkedIn, Twitter)

    • Landing page skinning In-App communications

 
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RESULTS

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  • Regions were able to launch targeted campaigns utilizing our Playbook within weeks

  • Highlighting employees in our creative efforts showed authentic support for internal community and created good will within the company

  • Will be launched in over 20 different countries by year-end.

  • Campaign will continue to be adapted and utilized globally throughout the rest of 2021

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The program was the most well-received pride campaign within the organization to date

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Different countries have launched creative campaigns to date