Ask: Launch Uber’s new driver rewards program in-app and around the web in a campaign designed to inspire, educate, and activate.
Creative Approach: The truth is, drivers work for whichever platform gives them the most bang for their time. So to increase loyalty, Uber rebranded Uber Pro as a performance-based rewards program designed to help drivers earn more on and off the road. I led a team of copywriters to create a multi-platform campaign spanning emails, in-app UX messages, landing pages, and videos to get drivers exited about all the new rewards coming their way. It launched with a bang in over 10,000 cities around the world, and has continued to drive impact for both Uber and its drivers.
Role: Copywriter | Scriptwriter | Content Strategist | UX Writer
To make things really official, we also carved a whole new space out for Uber Pro on .com.
Project: Apple CarPlay
We continued to—literally—drive brand loyalty and reduce churn by releasing new and improved products designed to make driving with Uber even better. To get the word out about CarPlay online and in-app, we created a multi-touchpoint campaign that combined education, testimonials, and instigating microcopy.
Project: Earnings Explainer Series
Many drivers felt like they weren’t getting the full fare—and they weren’t sure why. When Uber rolled out upfront fares, it created more predictability for riders but raised new questions for drivers: Where does the money go? What’s Uber’s cut? Why do fares vary?
I led the content strategy and wrote a series of landing pages to bring clarity to these questions. Working closely with design, legal, and ops, I mapped user pain points, translated complex pricing models into plain language, and structured the content to build trust, not just explain mechanics. The result? A transparent, approachable experience that helped drivers feel more in control of their earnings.
Project: Converting Couriers to Drivers
Uber’s reliability depends on having enough drivers on the road. To grow the supply side, we looked to a untapped audience: delivery couriers already earning with Uber. But despite the upside, many couriers were hesitant to make the leap—citing uncertainty and fear of the unknown as key blockers.
Through user interviews, we uncovered that the biggest barrier wasn’t motivation—it was a lack of visibility into what driving actually entailed. I helped shape the campaign strategy and wrote performance-focused copy that tackled this head-on: pairing social proof from real couriers-turned-drivers with clear, step-by-step storytelling that demystified the experience. The campaign leaned into relatability, transparency, and empowerment—positioning driving as a natural next step, not a big leap. By showing exactly what it’s like behind the wheel, we helped move thousands of couriers from delivery bags to driver seats.
