The world famous ride-sharing firm Uber on its ambition to move from a ‘viral app to a viral brand’.
Uber is shifting its focus from customer acquisition to brand reputation as it looks to build its brand story following a turbulent 2017.
After the company experienced its first decline in rides last year as trust issues and bad press plagued the business, they are eyeing for a major shift via its marketing focus from customer acquisition to brand reputation.
Speaking at Madfest London on Wednesday (28 November), Uber’s head of social media and content for EMEA, Kelly McConville, acknowledged the company had been innovative and disruptive when it comes to its product but now needs to take a similar approach to marketing.
“The growth of our trips reflected in our guerrilla tactics and city launches, but in 2017 everyone was quite shocked because trips decreased for the first time,” McConville said.
“Fast-forward to 2018 and we are now moving away from those acquisition tactics to brand building and marketing by putting brand content at the forefront of what we do,” she added.
Other than indicating the ride-sharing giant’s brand needed attention, the decline also suggested Uber must look beyond price to kick-start a brand transformation.
The company’s top executive said this drove the company to conduct research that eventually led to a rebrand and a new brand positioning to “champion human connection”.
“You’ll see the app has changed, as have a lot of things in the press. And it’s really time we get this right. We are in more places than ever before and hopefully this is just the beginning,” she added.
“We have to let human insights within the app lead so we can disrupt in marketing as well as we did with the app experience itself. We have an ambition to move from a viral app to a viral brand.”
Uber arranges more than five billion trips a year, which equates to 15 million trips a day, and has more than three million drivers on its platform. That means more people are making money from Uber than Walmart.
However, its rapid growth has at times been Uber’s biggest challenge.
It can be noticed from previous reports that the business has struggled with issues such as company culture and concerns over passenger safety. In London, TfL stripped the company of its licence although this was reinstated after an appeal.
“There were challenges from the beginning that were stopping us from moving forward,” McConville acknowledged.
“Everything we do every day, we have to question ourselves whether this is right? Is it right for our partners? Is it right for our city? Is it right for our employees? If the answer is yes we do it, but if it’s a simple ‘no’ or an ‘um’ moment don’t touch it,” she said.
The firm, UBER also tried to partner with crypto entity to offer fastest, feasible transport service to its customers.