Since 2012, Lyft has been a trusted, affordable way for people to get around. But when COVID-19 hit in 2020, the company faced a new challenge: providing safe, reliable rides during a time of uncertainty.
With public transit largely shut down, millions were left without dependable travel options. As stay-at-home orders eased, Lyft introduced health-conscious protocols and discounts to help riders regain mobility and peace of mind.
I collaborated with Lyft’s growth team and designers to create paid social, email, and search campaigns. These efforts combined safety-focused messaging with new-user discounts to encourage signups and activation.
Using incrementality testing, we optimized offers and ad formats to find what resonated most with prospective riders. The result? An 84% increase in conversion rates across Lyft’s paid media campaigns.
Get ready to roll
