How our strategy helped a top rideshare app court a new market with 24 localized ads
A top rideshare app wanted to grow in a new market. The strategy split the city into three rider segments and planned 24 localized video ads to win them.
Situation
A top rideshare app wanted to grow its presence in a new market where it wasn’t the default choice. One city, but not one audience: riders split into distinct lifestyles, each with a different reason to take a ride and a different feeling about who to ride with.
Task
Build a localized video ad strategy that connected with new riders across those lifestyles, tailored for programmatic ad platforms, and concrete enough to produce as a complete ad set.
Action
We defined three rider segments worth winning: Urban Explorers, Airport Commuters, and Social Night Owls. Each got tailored messaging and visuals, from hidden local gems to reliable airport runs to safe, vibrant nights out, always anchored in reliability and community. I shaped the segment strategy and the ad system, 24 unique ads in incentive and non-incentive versions, then briefed the production team that built them.
- Urban ExplorersVideo ad setHidden local gems, the city as a playground
- Airport CommutersVideo ad setReliability when the flight won't wait
- Social Night OwlsVideo ad setSafe rides for vibrant nights out
Result
The strategy produced a varied promotional video set for the market: 24 unique ads across three rider segments, the brand’s first localized and segmented advertising approach in the country, built to strengthen community connection and grow ridership where it mattered most.
