Uber ran a marketing campaign called UberTET 2018 in Vietnam to celebrate the Lunar New Year festival. The campaign objectives were to promote kindness, resilience, optimism and a fresh start for the new year. Key elements of the campaign included a viral video featuring an UberMOTO driver returning home for Tet, a series of illustrations telling driver stories, and sponsoring a popular Tet movie. The campaign achieved over 16 million impressions across social media and partnerships. Notable successes were the viral video receiving over 5 million views and positive user engagement with the driver stories. Analysis showed the campaign improved Uber's brand metrics during the Lunar New Year period in Vietnam.

1. UberTET 2018

2. TET is Vietnam’s biggest annual local moment. This is the time when people open
their hearts for a new experience, new beginning, and kindness
Uber want to capture the community’s love through a series of activities which
bring Uber closer to Vietnamese, at a very personal level
Objectives
Uber try to deliver the message of being kind, resilient and optimistic for a New Year, a
fresh start. To reconfirm the traditional belief of Vietnamese: forget and forgive, new
year is the time for family, a time to start fresh, and be optimistic of a brighter future,
hence the theme #KhoiDauMoi
Our Approaches

3. Key Campaign Assets
KV Happy Year of the Dog
Hero clip A Short Film: uberMOTO driver go home for Tet
Driver Engagement An Illustrated Series
Cinema Film Sponsorship Ve que an Tet
Influencers Outreach

4. My role in the campaign
- Lead in-house creative team for Campaign planning & execution, including 4 members:
* Copywriter: Approve copies & creative ideas
* KOL Management executive: Approve KOL outreach KPIs + Collaboration with artists &
* sponsorships
* Designers: Approve Visuals
* Project Planner: Collaborate with Engagement team for Driver-targeted website,
creating contests, organize offline events for Tet (Charity, Home coming bus…)
- In charge of monitoring Key asset Production (Video filming, editing, social media
visuals/copies production)
- Tracking, collect data and report channels (Paid: KOLs/Facebook, Buzzmetrics, …)
performance with Marketing manager & Regional team
On site supervising the production of UberTET key asset

5. Key Visual
Happy Year of theDog
KV was applied for Social
media visuals as well as POSM
such as Giftboxes, Lucky
Money packs

6. Hero Clip: A Short Film
Mood and tone: Humour, light hearted, touching, happy
Key Message: Borrow the story of a uberMOTO driver to deliver the
message of being kind, resilient and optimistic for a New Year, a fresh
start. To reconfirm the traditional belief of Vietnamese: forget and
forgive, new year is the time for family, a time to start fresh, and be
optimistic of a brighterfuture
Distribution: Uber Fanpage, FapTV’s Youtubechannel
20 Influencers’ posts on their owns’ social channels
Virality:
Clip posted on FapTVYT channel: 5M views in 12 days
#12 Trending YouTube for 2 days
Clip reposted on owned Facebook: 5.1M views
85k reactions (99% positive)
10k shares
4k times people saved theclip
High organic views (19.7%, almost triple APACx’s average)

7. Driver Stories
Featuring top rated driver stories from UberGanKet
(UberConnect) - a 1-month long driver engagement
campaign in illustration style
www.uberganket.com
Objectives: To enhance empathy and understanding
between drivers and riders, showcase how Uber can be
a humane factor which bring people from all walks of life
together, boostthe unity of the society

8. Movie Sponsorship
Context: Sponsorship of “Ve Que An Tet” - a Tet’s movie
about a hectic but super touching trip to go home for
family reunion of a group of people, coming from all walks
of life
Featuring Uber at 2 key moments
Objective: To reach the mass audience, non-riders, and
maintain brand’s buzzduring low-trip season.

9. KOLs/Partners Outreach
Objective: To touch base with our strategic partners and
KOLs on a personal level.
120 sets of tailored Uber gift have been sent out by
Marketing (~60KOLs + KOL managers), 250+ sets
across organization (Mkt, Ops, Comm)
Uber design card + red packets also sent out to ~2000
driver partners delivering the message of #KhoiDauMoi

10. Campaign
Post-Mortem
Highlights
It has been a social-led,
content-rich campaign
with high reach & high resonance.
Reach
Resonance
Total Campaign reach: 16M
(> total population Hanoi + HCMC ~ 15M).
High viral reach: 19.33%
(triple APACx’s average)
Pumped percentage of positive arousal
Notable amount of Love, Wow & Haha reactions
(good signal since hero creative is a touching/funny video)

11. Campaign
Post-Mortem
Highlights
Brand impression
Brand impression in both cities has started to
improve, up from lows around January 15. During
this period, we launched:a
- UberTET social-led campaign (uberMOTO’s Tet
viral clip, driver stories, Canonpartnership)
- UberCONNECT driver engagement campaign
(uberDELIVER charity, donation, driver
appreciation)
Both were well-received by riders, drivers, and
gained good buzz on social channels.
Net Buzz
Correlated with this, Net Buzz [Positive-Negative
News they have heard] also sharply increased from
mid January onwards.
Data taken from YouGOV Survey Report
Ho Chi Minh
City
Hanoi

12. Appendix
Vietnam’s Tet hero film and Driver stories posts leads the Reaction in SoCo APACx’ top 10 chart during Lunar New Year period

13. KEY ASSET RECEIVES LOTS OF COMPLIMENTS ON TOUCHING CONTENT & GOOD ACTING
Sources: Online New, Forums and Social Networks. Time period: 08.02 to 22.02.2018
• The campaign gained 529.8K Interactions including 23.6K Posts & Comments (21.4K collectable) - 489,527 Likes – 16,729
Shares. Discussion trend peaks on 12th Feb as all U23 members’ posts (esp. Đỗ Duy Mạnh’s post) attract high attention from the
public.
• Notably, the short film receives a great deal of compliments on touching content and good acting. Shares of the film is the top
source of positive feedback (56.2% of totalpositive buzz).
U23 members’ posts –
link link link
Short film “Khởi
Đầu Mới” - link

14. Tet Campaign KPI Overview Instagram
Period: 23.1-20.2
Full tracking report: Link Results:
-Engagement, Impressions
and Reach increased
significantly during
campaign (except for time
during Tet holidays
→ lower performance
compared to daysbefore
and after this time)
-Overall high Engagement
rate, but unstable
→ Maximum at first post of
every new campaign
-Driver Stories and
CanonxUber with best
performance throughout
this period

16. Tet Campaign KPI Overview Instagram
Xmas (Dec 17) Tet (Jan/Feb 18)
Post Counts 13 20 +53,85%
Avg. Engagement 21 46 +126,10%
Avg. Reach 632 848 +34,18%
Avg. Engagement
Rate 3,26% 5,34% +63,51%
→ Overall much better performance of Tet campaign compared to
Xmas campaign
→ Especially avg. Engagement (5,34%) per post improved a lot
Follower Growth over time: Number increased during
whole Tet campaign