Lyft
Lyft and other rideshare companies are facing scrutiny on issues like driver classification, safety during COVID-19, and others when met with the reality of aged legislation.
PROBLEM
The debate of benefits and burdens of the gig economy overshadowed Lyft’s positive actions from climate change to voting access, and public health plus their innovative problem-solving wasn't being recognized in the way it should be.
Lawmakers are, let’s be honest, often blind to the efforts and plus-sides to the gig economy’s leading brands.
So, how do you communicate with lawmakers without sounding like a corporate monkey? You let the market speak for itself. Lyft had to change the narrative to change minds and highlight the benefits of using Lyft — not just from their perspective, but from the people themselves.
Swell, a creative agency in Los Angeles, brought us in to design, animate, and produce a campaign that aims to position Lyft as a community partner in the eyes of policymakers.
SOLUTION
A strategy came into focus, using a highly targeted, public campaign from CA, MA, NY, CO, and Washington, D.C. we were able to see and highlight the community benefit of companies like Lyft.
The out-of-home and digital ads created in this campaign focused on two of Lyft’s main issues: sustainability and public safety — both major focal points for progressive leaders today.
The sustainability campaign chosen tied the climate resiliency to Lyft’s actions for EVs and EV infrastructure. A complex issue tamed to a simple vision: if you want to move away from fossil fuels, you’re gonna need to meet the moment with EV infrastructure. And not just for the majority middle-class, but for everyone that drives a car.
The secondary campaign focused on public safety, specifically, DUI reductions and safe transit through ridesharing, which was timely with the winter holidays and in-line with securing communities during one of the most trying periods in our history. The messaging focused primarily on local and national safety metrics.
Digital Ads
Swell’s data and media planning experts found that the best way to reach Democratic federal elected officials, congressional leaders, Biden White House staff, and other entities that shape public policy would be an all-encompassing digital campaign, podcast spot, and out-of-home ads. Big and bold during everyone’s commute.
The digital campaign consisted of targeted social media ads on Twitter, Facebook, and Instagram, as well as Google display ads reaching websites frequented by key opinion formers. The media spends and creative shifted daily ensuring that every dollar spent drove to a specific goal. Plus, the campaign hit up the homebodies on NPR, podcasts, and direct media placement.
Results
Over the course of six weeks of the campaign, across platforms, our efforts helped reach more than 7.4 million impressions for our social ads, 2.4 million impressions for our display ads, and an estimated 1.8 million out-of-home impressions.
Swell also tracked notable social engagements from key opinion formers across the country, further demonstrating that the campaign’s message is hitting the right people, which will lead to more favorable legislative action and outcomes through thought-leadership and partnership from Lyft and other innovative companies.
Services
Animation
Marketing Collateral
Web Design
COLLABORATORS
Swell
Strategy
Art Direction
Copywriting
Similar Projects
