Unlocking Cities' Potential - City Insider is a social media campaign created by Uber. It begins in late 2017 and it's an ongoing process. The objectives here are to build brand love by creating culturally relevant and purposeful content with an intergraded approach. Growing their audience by engaging with new and light users on a larger scale, creating content with a broader appeal. Leverage their internal data to create unique places and experiences storytelling.
While the content created is relevant to the mass local audience. yet the primary target audience will be millennials as they are most likely to spread and share the content to drive social influence. Thus, Facebook and Instagram are the main platforms where content will be posted. The psychographics is people who interest in city latest trends, hidden facts and crave for first-hand information to share among peers.
The content themes are surrounds with Hong Kong world rankings, 18 districts hidden gems, myth-busting etc. We measure audience growth, followers, reach, shares, engagement, blog views as our performance indicators.
My rule is to photographs different locations or events base on the context and message they wanted to deliver. Making stills images, time-lapse or drone footages. Post editing for a consistent feel and tone. And deliver the image with a proper spec for different platform uses.