As part of a semester-long branding and advertising project, my team developed 'Behind the Wheel,' an integrated promotional campaign designed to humanize Uber drivers and address consumer concerns around safety, trust, and ride unpredictability.

Despite Uber’s 100% brand recall, our research uncovered that price sensitivity, perceived safety inconsistencies, and emotional disconnect were key barriers to loyalty. Our challenge was to shift Uber’s brand perception from transactional to human, making riders feel safer and more connected to the person behind the wheel.

Key Contributions

  1. Campaign Strategy & Creative Direction: Led the creative ideation and messaging strategy to develop the 'Behind the Wheel' campaign concept, positioning Uber drivers as relatable, real people.

  2. Brand Storytelling Development: Scripted example video storyboards and social post mockups that highlighted authentic driver stories, mirroring successful emotional campaigns from brands like Chick-fil-A.

  3. Cross-Channel Media Integration: Mapped out a multi-platform rollout across TikTok, Instagram, YouTube, Connected TV, and in-app activations, ensuring content was optimized for each platform's user behavior and emotional triggers.

  4. App Feature Ideation: Proposed a new in-app feature that allowed drivers to share personal profiles, enabling riders to connect with their driver before the ride starts, reducing the fear of the 'unknown driver.'

Campaign Highlights

  • Big Idea:

    • Behind the Wheel – Real People. Real Stories.

      • A storytelling-first campaign spotlighting Uber drivers through social media, TV, and app features, fostering trust and emotional connection between riders and drivers.

  • Tactics:

    • Driver video spotlights, carousels, and Q&As across social platforms

    • User-generated content challenges (#BehindTheWheel)

    • In-app driver profiles and 'Thank Your Driver' features

    • TV commercials designed as mini-documentaries

    • Multi-week content calendar aligned across platforms

  • Projected Impact (6-month campaign):

    • 130M+ total impressions across all platforms

    • 25K+ in-app engagements

    • 30% lift in associations with safety & reliability (measured via post-campaign surveys)

    • Measurable improvement in app sentiment and rider feedback

This campaign allowed us to reimagine Uber’s brand from transactional to human by bridging the gap between safety perceptions and rider-driver connections. By putting drivers' stories at the center, 'Behind the Wheel' addressed trust, reliability, and emotional resonance—delivering a campaign that not only spoke to consumers’ concerns but also created space for authentic, two-way engagement.