Fun, fresh paths to conversion
Process
Persona research
Messaging framework
Campaign ideation
Campaign planning
Creative production
Content production
Martech implementation
Campaign optimisation
The Challenge`
As the B2B arm of the world’s most successful ride-hailing and food-delivery brand, Uber for Business allows businesses to manage travel, employee meals and local deliveries.
Uber for Business’s European team lacked the local presence needed to launch its first B2B demand-gen campaign in the UK.
There was an extra layer to the challenge: a global pandemic had just begun, confining workers to their homes and upending Uber’s entire business model.
The Response
Enter Lesniak Swann with ‘The Team That Eats Together’ – a demand-gen campaign that promoted the workplace-unifying power of Uber Eats during the pandemic.
We built a full-funnel campaign that lived within a single landing page. This unique asset grew increasingly personalised as users interacted with it.
It delivered issues-focused content tailored to our personas – including 20 blogs and four expert-led videos.
Users’ interactions with the landing page matched them with an appropriate Marketo workflow, allowing Uber’s sales team to better nurture qualified leads.
The campaign left headroom for conversion-rate optimisations. Initial tests on a small data pot from Uber helped our full launch make a huge splash.