Uber Crew
Uber Crew
Helping Uber drivers feel heard and represented
CD: Monina Dolan | PMM: Emma Fahey | Design: Erin Wallace | Copy: Jeffery Racheff
2021 was a watershed moment for Uber
The Coronavirus pandemic had decimated ridership, legislative efforts threatened to demolish Uber’s business model, and driver sentiment was at an all-time low.
According to one survey:
70% of US drivers believed that Uber does not listen to or respect their concerns
“It’s about respect.
If I feel more heard and respected, I give Uber better service and respect.
And when my riders ask what it’s like working for Uber, I’d really change my tune.”
- Driver
For a brand that considers itself a mover of communities, that level of distrust is unacceptable.
Uber needed to alter its relationship with drivers fundamentally—and it needed to do so with empathy, honesty, and transparency.
Introducing Uber Crew
A first for the gig economy, Uber Crew allows drivers to collaborate directly with Uber employees and provide feedback on Uber’s features and processes.
This pilot program was essential in Uber’s efforts to prove that it seriously listened to the people who keep the platform running.
Launch Comms
Date: May 21, 2021
Audience: Uber drivers in program pilot states
Email open rate: 42.7%
Email click-through rate: 2.3%
Subsequent emails:
Follow up Reminder
Launch of Voting Process
Announcement of Crew Members
Mid Campaign Update
