24 localized ads to help a top rideshare app win a new market

Lead strategist, kickoff to creative briefing · Localized video ad strategy24 ads · 3 rider segments
  • Audience personas
  • Campaign planning
  1. One city, many lives

    A new market isn't one audience. The city splits into distinct lifestyles, each with a different reason to take a ride.

  2. Three riders to win

    Urban Explorers, Airport Commuters, and Social Night Owls: each segment got its own messaging and visuals.

  3. Local beats generic

    Culturally nuanced ads, from hidden local gems to safe nights out, instead of one national message pasted onto a new city.

  4. 24 ads, one system

    Six hero videos, each in incentive and non-incentive versions: 24 unique ads, the brand's first localized play in the country.

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, six hero videos, each in incentive and non-incentive versions, totaling 24 unique ads, then briefed the production team that built them.

Six hero videos, two versions each: 24 unique ads across three segments

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.