This is the Open Letter written with an extremely fast turn-around (2 hours) in response to the increasing number of dangerous assaults and violence against women partaking in rideshare. Written in the female founders voice, with due consideration given to the careful nuances needed to write and talk about women’s safety.
Before we came into the picture, Shebah’s social media was going but lacked consistency and strategy. We were able to roll out a communications plan that gave Shebah a reliable voice and aesthetic and brand recognition and that was able to tap into the daily wants, needs and concerns of its current community and prospecting drivers and passengers. Majority of tiles were written by me, and as Shebah was lacking a content budget - I was given free reign to produce content on my own such as this image of my hand using the Shebah app. More examples continue below.
The old Shebah homepage was given an overhaul thanks to the fact that many were turned off by the outdated styling, non-evolved copy and unclear imagery. I worked closely with the Venus team to update the homepage and really tap into what sets Shebah apart from other rideshare competitors.
RTC - my production agency, was given the opportunity to produce the first branded content series around why drivers and passengers choose Shebah. This was an extremely fun job done outside work hours, and really honed into why Shebah’s community is so strong and committed to the brand as well as women’s experiences (good and bad) when using rideshare in general. Not only was it illuminating, and spawned follow up testimonials - it also helped us better understand our future messaging and tactics.
This was an end-to-end production created by my production company RTC for Shebah in their first branded content series.
Another RTC production now understanding why Shebah from a driver’s point of view.
Entertainment One approached Shebah with a media partnership around distribution of tickets for 2018 film ‘On the Basis of Sex’. I worked closely with their Partnerships Coordinator to negotiate a deal around tickets, payment and distribution which then was outlaid into a communications plan. We were able to attend an early screening, which helped us further develop the strategy. An owned media strategy began by first rewarding drivers first was instituted, which then turned into a weekend event where drivers were able to give out more tickets for customers taking rides that weekend. In addition, a number of ticket competitions were executed across social pushing the film and the brand message that Shebah, unlike other ride shares, consistently rewards both its driver community and passengers. The entire intiative was a great success, and resulted in even more engagement as many passenger and drivers took selfies of themselves with the tickets, excited to see the film.