inside Uber’s efficient (And lovable) #UberKITTENS campaign

Kara Burney

November 2, 2015

I’ve written about Uber‘s digital strategy sooner than. but again and again, the car-sharing firm united statesthe ante with impressively coordinated marketing campaigns.

In honor of national Cat Day, as an example, Uber promises kittens on-demand in over 50 cities in partnership with native shelters. beyond assisting a just right cause, the marketing campaign — bearing the branded hashtag #UberKITTENS — is a boon for Uber’s model consciousness.

want to see how Uber launches the #UberKITTENS marketing campaign on social media? We used the TrackMaven platform to let the cat out of the bag.

listed here are the top #UberKITTENS posts from Uber’s core social channels. WARNING: grasp on to your paws — kitten puns abound!

#UberKITTENS: top Tweet

discover the irresistibly adorable picture, properly plugged hashtag, and branded URL on this tweet:

Cat’s out of the bag—#UberKITTENS are again! find the purrfect cat-didate to undertake the following day: https://t.co/9SLCixl5o2 percenttwitter.com/QpEYLKIAH0

— Uber (@Uber) October 28, 2015

the top 2015 #UberKITTENS tweet additionally outperformed closing yr’s top tweet, earning twice as many interactions. Two paws up for progress!  For extra Twitter thought, check up on these pointers from the highest 20 most-stalked manufacturers .

#UberKITTENS: high fb post

In saying the #UberKITTENS campaign on fb, notice that Uber tweaked the publish copy to distinguish from the Twitter announcement:

Uber is one of the easiest-in-classification manufacturers we’ve identified that tailor their messaging for each channel, moderately than broadcasting the identical content material throughout each social platform. For more inspiration, BBC Earth is every other model that has mastered channel-particular content.

#UberKITTENS: high Instagram put up

On Instagram, Uber unleashed their adoption cat-didates with a series of kitten-specific scenes. total, the #UberKITTENS content underperformed on Instagram, alternatively; each and every submit in the collection got fewer interactions than Uber’s reasonable Instagram publish.

This result is shocking on condition that Instagram is the social network with the easiest engagement ratio for manufacturers. Plus, everyone knows the viral energy of cats on the internet…

the next time, Uber might are attempting a different tactic to promote the #UberKITTENS campaign on the visually-driven community, possibly via that includes consumer-generated content material. Posts from Uber’s #TakeMeThere marketing campaign, for instance, have proven to be top performers for the emblem on Instagram:

Feeling impressed to brainstorm your next cross-channel campaign? inspect the TrackMaven tools page for highest practices publications on Twitter, facebook, and Instagram.

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