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Uber’s half-billion dollar marketing campaign to rebuild its image last year didn’t pay off.

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SmittenKitten
2043 Rider
 Posted 1 year, 4 months ago

Ever since the #DeleteUber campaign in 2017, Uber has been working on an aggressive national branding campaign to repair its reputation with drivers and riders alike. 

Apparently, it hasn't worked. 

Uber’s metrics, based on a mixture of internal tracking tools and external polling firms, have recently placed brand sentiment near the same lows measured in the depths of its crisis, according to multiple people familiar with Uber’s market research data who spoke on the condition of anonymity because they weren’t authorized to discuss it publicly. The company obsesses over those metrics, the people said, because it closely tracks Uber giving up market share to rival Lyft.

As Uber’s reputation has continued to struggle — and taken a toll on revenue growth — the company made sweeping changes to streamline its marketing efforts and trim costs over the summer. Last month, in a curt video conference call, it laid off 400 employees who were largely responsible for helping improve its external image.

Internal data shows Uber's reputation hasn't changed muchsince #DeleteUber

Comments

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    ChazKillington
    39
     3 months ago

    Half billion.  Only if they could have given that to the drivers. 

    or employees now who are getting laid off.

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    DrivingForDollars
    12 Rider Driver
     1 year ago

    The fact that Uber just cut our driver pay an effective 32%, and the fact that Uber continues to treat drivers like TOILET PAPER, simply means that Uber drivers are now constantly telling their customers to switch to Lyft, who they also drive for.

    UBER brought this situation on themselves, running their business in an unsustainable way, and treating the people that provide rides with contempt and disrespect.

    The most recent driver pay cuts have shoved even experienced drivers under minimum wage for most parts of the day. Anyone who had made a commitment to Uber/Lyft as an income means has been "essentially fired" and now looking for other work. Uber and Lyft will have their comeuppance and reckoning as California AB5 passes.

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      Uberserge
      1286 Rider Driver
       1 year ago

      Lyft? I don't think so after they cut rates by 50% in Minneapolis, Phoenix, Tampa, Las Vegas and a few other cities. They're paying anywhere between 33-40 cents a mile now. 

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        DrivingForDollars
        12 Rider Driver
         1 year ago

        Yes, I've seen some pretty bad rates for Lyft too, and the fact they cut the bonuses and PT here in LA is telling as well. 

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    BrianTheScrewDriver
    442 Driver Driver
     1 year ago

    See? I told them all along, only if they had just paid us the billions spent on this stupid marketing, they'd at least have happier drivers.

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    Uberserge
    1286 Rider Driver
     1 year ago

    A holes will always be a holes