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 help those individuals by providing rides with Covid-conscious health and safety protocols users could trust and use to regain mobility, independence, and peace of mind.

We partnered with Lyft’s growth team on paid social and email marketing campaigns built to acquire and activate new riders and drivers on their platform by promoting messaging centered around health and safety and offering discounted rates for users new to Lyft.

As travel resumed, Lyft wanted to take advantage of their ability to target potential high-value users at key points in the customer journey—like leaving an airport. We designed emails built around these key moments by pairing contextually appropriate messaging and visuals with discount offers.

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 for the ad styles resonating most with prospective users.