UBER

Uber Revamps Image ⁤wiht Storytelling, Risk-Taking‍ Marketing Campaigns

SAN FRANCISCO – Uber underwent a meaningful​ public⁤ relations conversion by prioritizing compelling narratives and embracing ​bolder marketing strategies, according to ⁤former Uber ⁢marketing executive, Chris Dery. Once struggling with public⁤ perception,the ​ride-sharing ⁣giant shifted its image from controversial⁤ disruptor to a mature,well-run⁤ business through ​a‍ focus on “good ⁢work” and⁤ impactful storytelling.

A pivotal moment came with the introduction of the “take me home”⁢ feature, allowing drivers to⁢ book return trips directly, eliminating inefficient cross-contry routes. Dery emphasized ⁤the power of connecting⁣ the digital and physical aspects of the service,framing it ⁣as a compelling story rather than simply‌ a “product.”

This narrative ⁤approach began to bridge the gap with⁣ Uber’s engineering teams, who initially maintained distance from the marketing department. “They loved it. They ⁣were all⁤ of a sudden cool. The engineers ​were proud,” dery recalled,noting the positive​ feedback from friends ‍and family.

Dery ‌also observed that appealing to the egos of Uber’s C-suite⁢ proved strategically advantageous.Recognizing​ their desire‍ for positive public perception, he leveraged ⁣this​ to gain greater creative freedom. “All of ⁤a sudden it ⁢was ⁢okay to be part of Uber. It ⁣was cool,” he stated, leading to increased collaboration⁣ and openness from leadership.

This newfound trust ​enabled Dery to pursue high-profile, and⁤ perhaps‌ risky, campaigns. He commissioned director Spike‍ Lee to create a series of Uber ⁤advertisements ‍and secured ​NBA stars LeBron James and Kevin Durant for​ an online commercial‌ featuring ESPN host Cari ‌Champion as their driver. The commercial sparked national debate when James ⁢openly criticized President Donald Trump, stating,⁢ “He doesn’t give a f*** about people.”

Dery personally ⁢signed a liability waiver before the ⁢video’s release, acknowledging the potential backlash. The⁤ controversy ultimately amplified‍ Uber’s visibility,‌ with Fox ‍News host Laura⁣ Ingraham telling James to “shut up and ‍dribble,” further ⁢fueling the national conversation.

“I think⁣ creating energy ⁣and story ⁣and trust, meant they let us take a lot more risks moving forward,” Dery‌ explained. ⁤He attributes Uber’s current ​profitability and mature business operations to this shift in ⁣focus.the strategy fostered renewed support from drivers and the ⁣broader community, allowing the marketing team ​to focus on creative output without⁢ constant justification of financial decisions. “Good ‍work solved a lot of problems. Sometimes we just overthink‍ this stuff,” Dery concluded.