Uber Digital Marketing Case Study | Growth Hacking



A simple Idea that started with a question. “What if people could call a cab with their mobile with just a tap of a finger?”

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Combination of cloud infrastructure and mobile technology, location data, direct customer feedback and other innovations

Uber was founded in 2009 as UberCab by Garrett Camp, the co-founder of StumbleUpon, and Travis Kalanick, who had sold his Red Swoosh startup for $19 million in 2007.

The name “Uber” is a reference to the common (and somewhat colloquial) word “uber”, meaning “topmost” or “super”, and having its origins in the German word über, meaning “above

With operations in 633 cities worldwide. Its platforms can be accessed via its websites and mobile apps.

The Timeline:

2009 Founded as UberCab.
2010 Uber goes live for the first time in San Francisco
2011 Changed it’s name from UberCab to Uber
2011 Uber goes live in New York City, Chicago & started to
expanding in France
2012 Uber launched in London
2013 Uber launched in Mexico ,Taiwan & India
2014 Uber launched in China
2015 Launched in Kenya
2016 Launched in Ukraine

Digital Marketing Strategies that Uber followed

1. Email Marketing: The best example of optimal use of Email marketing is of Uber. The Primary means of communication for Uber was email marketing. The uber mainly used Email marketing for two purposes. First for promotion purposes and sending it’s offers to customers & second regarding the issues after getting the service.

2. Inbound Marketing: By attracting all new prospective customers with bundles of offer like free rides, discount & refer credits to its old riders. This way Uber retains its customers as these Uber credits give values to both old and new users. After this Uber makes a smooth move to close the deal with a receipt and feedback ratings. The perfect example of inbound Marketing to attract customers towards becoming a lead.

3. Social Media Optimisation: Uber is very much active on the major Social Media Platforms like Facebook, Instagram, Twitter etc.
Uber is liked by 1,98,31,350 people on Facebook
and got 8,87,718 followers on Instagram.
The main purpose for being so much active on social media is interacting with its customers and keeping them up to date with new offers.

4. Influencer Marketing: First launched in Delhi NCR, Bangalore & Mumbai along with the key influencers of those major cities.

Zaheer khan, Ranvijay, Neha Dhupia & Rajiv Makhni from Delhi,
From Mumbai Anil Kapoor, Arbaaz Khan and Rahul Bose
And from Bangalore Raghu Dixit and Vasundhara Das
These influencers were supposed to take uber’s ride secretly and create a buzz about the same in their social media accounts
With the campaign named “Rider Zero”,

5. Strategic Partnership:

a. India’s Times Internet to help grow its presence in the destination. (2015)

b. Paytm dominant digital payments platform. (2014)

c. Zomato driving down to a restaurant becomes all the more easy for Zomato users. (2015)

d. Airtel third largest mobile services provider globally with operations in 20 countries across Asia and Africa. (2015)
e. BookMyShow book a cab while booking a ticket. (2015)

f. Jio for hassle-free payment experience to Uber riders for digital transactions through JioMoney (2017)

Results :

Affordable and Reliable rides at the tap of a button, in 29 cities in India.
with more than 450,000 Partners/Drivers
Completed 500 million trips in India in 4 years
Recorded 1 million rides a day in India during 2017

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