Women + Connect
The Challenge
Showcase Lyft’s commitment to making rideshare better for all.
Lyft debuted Women+ Connect, a new preference feature that prioritizes matches between women and nonbinary drivers and riders.
The Solution
We partnered with Lyft to create and bring to life a multi-channel communications campaign leveraging earned, owned, and paid strategies.
To set the tone, we secured a broadcast network exclusive and pre-brief interviews with key executives...
…which helped to generate a swath of organic social content across Instagram, X, and TikTok, including @bikini.bottom.news, @them, and @People.
We orchestrated a day-of media blitz across women’s interest, tech, business, LGBTQ+, regional, multicultural verticals and newsletters.
We also partnered with a group of “Good News” influencers to amplify our message. And we developed new creative in made-for-Instagram-and-TikTok social assets that leaned into of-the-moment trends—including “girl car.”
The Results
- 844Pieces of coverage
- 463Broadcast placements
- 3.5B+Reach across print/online and broadcast
- 30M+Impressions across owned and partner content
- 3.4MViews across influencer posts
Earning It
