Uber Marketing Manager

Creative Test
(Jenny Zhu)
2016.04.01
(Seriously, my work has nothing to do with the date )

For Section 1- Wechat Post, I think it could be more reader-friendly to present via real Wechat
account. Thus I created one specifically for this test. Please feel free to scan the QR code or search
the account named to check my work.

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Post 1 - Local Event Partnership (* Please complete in Simplified Chinese)

(a) This Wechat post should highlight an event specific to your city that Uber should definitely be
involved in.

001

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(b) Hypothetical Situation - Lets see how you would respond to this email from the event
organizer:
Hey there - thanks for your offer. Were trying to offer a great experience to all our attendees, not
just the ones that havent heard about Uber yet. Can you hook up people that already have Uber
as well? Otherwise, I dont think were going to be able to partner with you.

18-30

1
app

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Post 2 - On Demand Stunt (* Please complete in Simplified Chinese)

002

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(b) Now, think through some of the logistics that would be involved in making your idea come to
life. Please walk us through those logistics and details -- what would you have to think about, plan
for, and execute upon, in order to make your idea/event a success?

415
415

HeyJuice
HeyJuice
HeyJuiceUber

HeyJuice

1: 500
2:
3:

1. 200
5%1%14
2500834209
370
2
305090150
2. 25001HeyJuice4801
808848
3. 3015000
102025%
500*10*20*0.25-15000=10000

1. 415HeyJuice415125004

2. 11:45

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3. 2
4.
5.

6. HeyJuice2
HeyJuice
7.

1. appv
2. HeyJuice
3. HeyJuiceHeyJuiceAngelababy

4. Staff Club

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Post 3 - Freestyle Idea (* Please complete in both English and Simplified Chinese)

003

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Section 2: Responding to Customer Emails (* Please complete in Simplified Chinese!)

1) Long-time Uber user. Had the worst experience I've ever had with the service. My driver, James,
was video conferencing on a laptop while driving. It was absolutely ridiculous and a danger to
myself and to the drivers on the road. Im super disappointed - this is what I would expect of a
normal taxi. I love the service but this is just unacceptable.

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2) Just a quick feedback loop - my ride last night was pretty terrible. I felt bad for the driver
because he was apologetic after a while, but a few things happened:
1. He was about double the estimate in time in coming over, and the phone number that I had from
my text message was disconnected (I tried to order another one but then cancelled when he
came).
2. He wasn't sure how to get to the location (No. 9 Renmin Road) so we looked it up ourselves and
told him the cross streets - he took a meandering way to still get to the wrong location (he drove
right past the location, then said, Oh, I had the wrong cross streets). He literally zigged and
zagged the entire way, driving slowly, and getting to the wrong place, then apologized, and still
zigged and zagged slowly, choosing streets with tons of traffic. Eventually he shut off the meter
because he said he felt badly (but we were almost there at that point).
3. We almost got into two accidents, which were his fault. It was surprising. The car was absolutely
amazing, and he almost ran into one SUV, and sideswiped one van. All while driving slowly. Two
near accidents while driving slowly is not something I usually encounter. I felt bad for the guy. He
seemed very stressed.
I loved the ease of service, but the experience was pretty off putting and we wound up taking a cab
home over opting for UberCab again. Pretty disappointed that the experience cost me $30 - and
we were over 20 minutes late to top it off. As a comparison, the ride home in the cab cost $12 ($15
with tip). The 4.2 miles between the two locations shouldn't have been $30.

305

2016

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3) Hi Uber Support, I would like to take the time to let you know that I will no longer be using this
service unless I can have an explanation that justifies this $15.00 cab fare (see below). I think the
total distance traveled was about .5 miles according to Google Maps. I would like to know the
billing break down and I want to understand how .5 miles leads to $15.00 USD. If there is no
explanation, I will stop using the service, and stop recommending it to others, as I have been a big
supporter of your company up until this point.
Thank you. Best, John Sweazey
John,

$15

https://help.uber.com/h/6c8065cf-5535-4a8b-9940-d292ffdce119

appapp

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Section 4: Marketing Ideas (* Please complete in both English and Simplified Chinese!)

5uber

Work Late? No Worry, Uber Drives You Home Safe!

The target is those working overtime people, especially in the field of Internet. Uber Arranges drivers to
gather close to CBD area where OT people work. When theyre done with work, they can easily get a Uber
to get back home. In addition, drivers give secret gifts (such as eye-mask, pillow with Uber logo) to
customer and ensure customer can take rest during trip back home.

OMG, Just found that the Uber driver is the BF of my eexs exsWhat should I do?
To encourage interaction between drivers and customers, Uber can create a Asking 6 Questions
promotional event. Customer can ask driver 6 questions, if driver thinks they both share some
similarities or feel like friends, driver can wave customers fare (3 times/day at max).

UberBlack

Use Uber, Call a Vintage Car that is Way Older Than Your Grand Grandpa!
In accordance with the historic vibe of Beijing, Uber can cooperate with a vintage car dealer to promote a
limited time vintage car experience with UberBlack or One-day stunt. Customer and take photo with vintage
cars or even take a ride with it.

app

Dont Want to Watch UEFA EURO alone? Uber is Always There With You!
During UEFA EURO season, users can put the name of the wining team upon their guess into the promotion
code area before the game. If guess right, they will get a coupon. In addition, users can also put promotional
code WatchUEFAwithMe and get discount if successfully carpooling with someone within the game
season.

201612app
uber15/

Watch Olympics, Guess the Number of Gold Medal, Win Free Rides
During 2016 Olympics, users can guess the number of gold metal China wins and put it into Uber everyday
before 12 am. If guess right, users can get a ride free the day after (15RMB off at maximum).
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No Time for shopping? Uber Brings the Shopping Mall to You!

Cooperate with fashion e-commerce sites, fashion media, fashion celebrities and brands to throw out a
moving fitting room events. Uber carries latest fashion items and users can call the trial experience via
pressing one tab, they can also get valuable dressing recommendations from experts in the fashion industry.

Kris Wu Invites U to Be the First One to Listen to His Not-yet Released New Single
Since Beijing has very developed media&entertainment industry, Uber can invite a singer celebrity to
become a one-day driver and give customers exclusive chance to listen to his unreleased piece of work.

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Section 3: Weibo Responses (* Please complete in Simplified Chinese!)

How would you respond to the following Weibo?
@Uber No cars available in Beijing? Why can I never get one?

My first @Uber ride was 3x the price of a taxi. WAY too expensive.

Our @Uber driver is absolutely adorable! Thanks Roberto.

Hey @Uber! I was just charged for a ride I never took. What gives? #GiveMeMyMoneyBack

Hey @Uber...would be cool if you could request by car type #AudiPlease

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Section 5: Promotion Time! (* Please complete in Simplified Chinese!)

Which promo should we use and why?

*()
Step 1:
Uber
Option 1: $10 * 1000 * 1% = $100
Option 2: $15 * 1000 * 2% = $300
Option 3: $20 * 1000 * 5% = $1000
Step 2:
1Uber, 1Uber
Option 1: 10 (# of user)* $20 ($ per ride)* 10 (# of rides) *25% (Ubers margin) = 500
Option 2: 20 (# of user)* $20 ($ per ride)* 10 (# of rides) *25% (Ubers margin) = 1000
Option 3: 50 (# of user)* $20 ($ per ride)* 10 (# of rides) *25% (Ubers margin) = 2500
Step 3:
Uber
Option 1: $500-$100=$400
Option 2: $1000-$300=$700
Option 3: $2500-$1000=$1500
:
option 3 :
1) Promo 3 1
Uber1500.
2) UberGMV
promo 3.
2. If we want to return a profit on each rider within 6 months, what is the max amount that we would
give on a promo?
*()
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:
$20 ($ per ride) * 5 (# of rides in 6 mo.) *25% (margin)= $25
Uber6 $25.

3. How would you think about increasing conversion? ["promo conversion"?]

1
$25

2emailUberemail
Uber1000email
UberUber
3redeem

Uberapp
app

Unrelated to the above table and questions:

4. Youve noticed that average trips/signup has gone down:
a.) What could be causing this?
1

2
Uber
3Uber
appbug

b.) How might you increase it?

Uber

app

c
b

3
, Uber

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