The Holiday Season can be the most emotional and stressful time of the year. We want to tap into this cultural context to give riders ways to provide peace amongst the chaos, allowing them to focus on the highlight of the holidays—spending time with their loved ones.
Framing commitment messaging about an Uber experience, as ‘named features’, had been previously shown to positively correlate with rider favorability and as a next step, increase incremental trips. We leveraged the Holiday context as an opportunity to promote specific product feature adoption (formerly low awareness and usage).
Through a drip series of 6 Sunday emails (featured on ReallyGoodEmails.com), Stress-Free Holidays highlighted product features that can relieve Rider pain points. This campaign reached 36M riders across the U.S. and Canada, accommodating 26 audience variations, due to varying product market availability.