We’ve written about the successes of the Uber marketing team before. But again and again, the car-sharing company ups the ante with impressively coordinated marketing campaigns.
In honor of National Cat Day, for example, Uber delivers kittens on-demand in over 50 cities in partnership with local shelters. Beyond supporting a good cause, the campaign — bearing the branded hashtag #UberKITTENS — is a boon for Uber’s brand awareness.
Want to see how Uber launches the #UberKITTENS campaign on social media? We used our platform’s keyword search tool to let the cat out of the bag.
Here are the top #UberKITTENS posts from Uber’s core social channels. WARNING: Hold on to your paws — kitten puns abound!
#UberKITTENS: Top Tweet
Notice the irresistibly cute image, nicely plugged hashtag, and branded URL in this tweet:
Cat's out of the bag—#UberKITTENS are back! Find the purrfect cat-didate to adopt tomorrow: https://t.co/9SLCixl5o2 pic.twitter.com/QpEYLKIAH0
— Uber (@Uber) October 28, 2015
The top 2015 #UberKITTENS tweet also outperformed last year’s top tweet, earning twice as many interactions. Two paws up for progress! For more Twitter inspiration, check out these tips from the most popular brands in our platform.
#UberKITTENS: Top Facebook Post
In announcing the #UberKITTENS campaign on Facebook, notice that Uber tweaked the post copy to differentiate from the Twitter announcement:
Uber is among the best-in-class brands we’ve identified that tailor their messaging for each channel, rather than broadcasting the same content across every social platform. For more inspiration, BBC Earth is another brand that has mastered channel-specific content.
#UberKITTENS: Top Instagram Post
On Instagram, Uber unleashed their adoption cat-didates with a series of kitten-specific scenes. Overall, the #UberKITTENS content underperformed on Instagram, however; each post in the series received fewer interactions than Uber’s average Instagram post.
This result is surprising given that Instagram is the social network with the highest engagement ratio for brands. Plus, we all know the viral power of cats on the Internet…
The next time, Uber might try a different tactic to promote the #UberKITTENS campaign on the visually-driven network, perhaps by featuring user-generated content. Posts from Uber’s #TakeMeThere campaign, for example, have proven to be top performers for the brand on Instagram:
Feeling inspired to brainstorm your next cross-channel campaign? Check out our resources page for best practices guides on Twitter, Facebook, and Instagram.