As the second largest player in the Rideshare industry, Lyft has been a popular, easy, and affordable way for riders to get from point A to B since 2012. When COVID-19 struck in March 2020, Lyft faced a challenge more significant than just delivering convenient and well-priced rides.
The pandemic shuttered most major public transportation systems—leaving millions without a secure and reliable way to travel. As stay-at-home orders waned, Lyft went to work to provide rides with Covid-conscious health and safety protocols users could trust regain their mobility, independence, and peace of mind.
In collaboration with Lyft’s internal growth team, I worked alongside talented designers to concept and deliver assets for paid social, email, and search marketing campaigns built to acquire and activate new riders through health-centric messaging paired with discounted rate offers for new users.
We used incrementality testing to identify which discount offers yielded the highest conversion rate for new Lyft riders. Similarly, we tested different formats and mediums to find and optimize ad styles that resonated most with prospective users.
Our efforts ultimately yielded an 84% increase in conversion rates across Lyft’s paid media campaigns.
Get ready to roll
