I worked on Uber for about a year building out the global influencer and social strategy.

This was a timely and essential task — to make Uber a more trustworthy, human, empathetic brand by helping to facilitate the vaccine rollout and create awareness around their pledge of 10 million rides to vaccination centers. 

However, free rides do not guarantee vaccinations and we had to first address the larger problem and what we saw was the larger opportunity — the historical mistrust of vaccines and lack of access to both transport options and trusted information in underserved communities

We created #VaccinateTheBlock — a rally call beginning with a single city block that echoed nationwide — tearing down the barriers of vaccine access for the communities that need it most by making every Uber social media touchpoint a beacon of vaccine trust building. We combined credibility and reach by partnering trusted experts in the center of the social vaccine conversations like medical professionals with influential and culturally relevant creators who had established credibility speaking up on social about the vaccine rollout. These voices ranged from generational auteurs Spike Lee and Tyler Mitchell in a powerful PSA, to medical experts and community leaders in Jessica Rivera, Uche Blackstock, Dr. Mauricio Gonzalez, Shaun Robinson and Rachel Lindsay, weighing in on pertinent issues through episodic social content.

The content from our cultural creators and industry professionals drove +75% higher engagement rates than the traditional ads Uber was used to creating, and most importantly, increased trust and drove 92% positive sentiment from our audience on social.