D1 A Lyft Case Study

Lyft: Women+ Connect

Rides For Women, By Women
The Challenge

Showcase Lyft’s commitment to making rideshare better for all

Driver hot pink background

This fall, Lyft debuted Women+ Connect, a new preference feature that prioritizes matches between women and nonbinary drivers and riders.

We partnered with Lyft to create and bring to life a multi-channel communications campaign leveraging earned, owned and paid strategies.

Womens Health

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.

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Now This News

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.”

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    Broadcast placements
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    Reach across print/online and broadcast
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    Impressions across owned and partner content
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    Views across influencer posts

Earning It

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