Driving Increased Market Share
What we did
Strategic Marketing Plan
Ridesharing services continue to grow in popularity across the world, with experts citing rising vehicle costs, environmental concerns, and government regulations. Founded in 2012, Lyft’s vehicles-for-hire company now operates in over 600 U.S. cities and 12 cities in Canada. Through their simple mobile application, users are conveniently able to get quick access and service for delivered foods, bicycle sharing, car rentals, and the everyday ride to a destination of choice. Lyft is the second-largest ridesharing company in the United States after Uber.
As the company continued to increase market share, Lyft needed a local agency partner that could deliver access beyond traditional media.
Lyft aimed to reach younger and more diverse audiences, while simultaneously building goodwill partnerships that could push cultural boundaries, maximize reach, and drive organic content creation. They lacked a strategy that could facilitate authentic connections with diverse segments across two major metropolitan cities, including colleges, universities, low-income communities, and entertainment districts.
To effectively position Lyft as a market leader, we outlined a strategic approach that centralized its public relations, geo-targeted media buys, influencer strategy, and special events functions to increase brand awareness and ridership.
Leveraging our vast network of DFW creators, we led the outreach and management of dozens of partnerships with musicians, athletes, and hometown heroes to create buzz for large market releases and activations. This included the NFL Draft, SMU’s Boulevard Block Party, Sober RIDES program, and Lyft’s first-ever loyalty program launch. Other prominent brand partnerships forged included Dallas Regional Chamber, W Hotel, Northpark Mall, and Lights All Night.