In the ever-evolving landscape of social media, Uber’s late entry into the TikTok scene last summer marked a significant shift in the brand’s engagement strategy. What seemed like a tactical move, hiring TikTok specialist Phil Rosario months before the platform debut, turned into a game-changing collaboration with Grin, a creator management platform. The result? A surge in followers, organic views, and a vibrant community built around relatable experiences with Uber products.
Building a TikTok Community
Uber's goal went beyond mere participation; it aimed to foster a unique community on TikTok, capitalizing on the platform's distinctive nature. Rosario, Uber's global social media lead for TikTok, emphasized the importance of engaging with audiences uniquely found on TikTok, turning everyday moments like ordering takeout or finding a ride into relatable content. The strategy worked, with Uber gaining over 750,000 followers and 35 million organic video views within a year of its TikTok debut.
https://www.tiktok.com/@uber?is_from_webapp=1&sender_device=pc
The GRIN Partnership
GRIN is a Influencer marketing software built for DTC ecommerce brands. Full set of features including influencer relationship management, influencer recruitment tools, user generated content and media library, campaign workroom, product sync and tracking, email integration, ecommerce integration and so much more. GRIN enables brands to streamline their influencer marketing programs, easily ship product and track ROI with the most in depth reporting available.
Crucial to Uber's TikTok success was its collaboration with Grin, a creator management platform. The partnership, forged in September, enabled Rosario to enhance Uber's creator strategy significantly. With Grin's support, the Uber TikTok account saw exponential growth, reaching nearly 1 million followers in a short time.
Grin's Role in Content Creation:
Rosario acknowledged that working with Grin streamlined content creation. The platform's functionality allowed him to send information and payments seamlessly, eliminating the need for a middleman agency. This direct connection between brands and creators, facilitated by Grin, contributed to the efficient turnaround of content, sometimes in less than 24 hours.
Creator Selection and Diversity
Rosario's approach to creator selection focused on diversity, both in demographics and content tone. Grin's Vice President of Marketing, Ali Fazal, commended Rosario's strategy of creating a community of "warm, colorful characters" that resonated with TikTok audiences. Rosario prioritized creators who already had content related to Uber or UberEats, ensuring alignment with the brand's lifestyle promotion.
Beyond Vanity Metrics:
Unlike traditional metrics, Rosario looked beyond follower count, emphasizing the importance of diverse content formats and styles. The goal was to avoid relying solely on trend content and instead focus on creators capable of producing strong evergreen posts. This approach allowed Uber to tell its story in a powerful way, transcending numerical metrics.
Conclusion
Uber's journey on TikTok showcases the power of strategic planning and collaborations in the social media landscape. The partnership with Grin not only propelled Uber into TikTok stardom but also established a thriving community of engaged users. As other brands seek to navigate the dynamic world of social media, Uber's success story serves as a testament to the importance of unique content, strategic partnerships, and a commitment to building a diverse and relatable community.
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