Client
Uber for Business
Sector
Transportation / Food Service
Process
Research, UX Planning, Messaging Framework, Wireframing, Creative Wrap
A messaging framework and marketing automation for a global B2B brand looking to crack the UK. As the B2B arm of the world’s most successful ride-hailing and food-delivery brand, Uber for Business allows organisations to easily manage business travel, employee meals and local deliveries.
The challenge
Uber for Business’s European team lacked the local presence or resource needed to launch its first UK B2B content campaign.
Enter Lesniak Swann. ‘The Team That Eats Together’ promoted the workplace-unifying power of Uber Eats during the pandemic.
Our response
- We created a full-funnel ‘campaign on page’, which grows increasingly personalised as users interact with it.
- Crafted issues-focused content tailored to our personas – including 20 blogs, four expert-led videos, and an arsenal of ‘micro content’ for social.
- Built out multiple, persona-led paths to conversion: users’ content and LinkedIn interactions matched them with an appropriate Marketo workflow, allowing Uber’s sales team to better nurture qualified leads.
- Devised content with built-in agility that rapidly adapted to shifting lockdown policies.
- Honed a B2B marketing strategy with maximised reach and headroom for conversion-rate optimisations. Initial tests on a small data pot from Uber helped our full launch make a huge splash.
The reaction
“The team nailed it. They created a strategy that considered and catered to our key personas and their challenges at a turbulent time, when roles, wants and needs are so in flux.”
B2B Marketing Lead, Uber for Business.
