Uber's target audience is everyone — here's how the brand breaks it down

“Know your audience,” a marketing cliche that saturates LinkedIn feeds, was a lot easier for N’Yaisha Aziz when she worked for Milk Makeup. While Aziz once narrowed in on Gen Z beauty and skincare enthusiasts, her customer demographic is now everyone, and her product is everywhere. 

“I look for a mix of creators who can authentically speak to their corner of the internet in a way that feels like an inside joke,” said Aziz, Uber’s Global Social Media Lead. “If you know you know, and if you don’t know, you’re so eager to figure it out.” 

Aziz knows that taking a blanket approach to social media and creator partnerships is both impractical and ineffective. At Uber, her team strives for content that taps  digital communities and niche audiences while maintaining self-awareness and humility. Instead of assuming that an ubiquitous brand can enter every conversation, she approaches a diverse network of creators to land on the most natural fit. 

Evoking interest while fueling community

Aziz knows that tapping into digital communities brings a natural intrigue from those who aren’t already a part of them. One of her favorite partnerships was with Jamaican singer and songwriter Shenseea, who guides her audience through a recipe while plugging Uber Eats as her source for ingredients on a busy day. 

“She’s known for her music, but she also makes these at home cooking videos on Tiktok,” said Aziz. “Partnering with her to cook her favorite meals using groceries she ordered on Uber Eats was just a seamless integration.” 

While the post garnered millions of views, Aziz is more focused on the content saves and shares, which she said reveals an audience impact that spans beyond a siloed viral moment.  

“She didn't make a burger or a peanut butter and jelly sandwich. She made curried eggs, which is very much a staple in Caribbean culture,” said Aziz.  “It appeals to Caribbean communities, but there is also this natural interest of ‘Oh, there’s a different way to have eggs outside of boiled, scrambled and fried.'"

‍Approaching purpose with self-awareness ‍

Uber works with creator and climate activist Lauren Bash to promote its sustainability products, including Uber Green—where consumers can opt for a hybrid or electric vehicle—and Uber Eats’ partnership with Deliver Zero, which uses reusable packaging. 

Across her channels, Bash approaches the sustainability conversation with realistic optimism opposed to fear. Promoting Uber Green to her followers, Bash says that the option “helps passengers choose rides that are a bit kinder to the planet.” Speaking to the Uber Eats partnership, she offers, “The impact could be huge, so give it a shot.”

“There was no way Uber could lead this conversation without it being greenwashing,” said Aziz. “As a transportation brand, our partnership with Lauren gives us credibility to offer small nudges toward being more eco-friendly.”

‍Refusing to overcomplicate ‍

Creator Matt Peterson, who is known for posting challenge videos, didn’t make his partnership with Uber Eats an exception. To promote its Bundle feature, Peterson asks strangers on the street what their favorite dinner and dessert combination is, and then honors them by ordering it. 

Maintaining this lighthearted simplicity, another post on Uber’s account features a creator couple eating takeout with the viral audio “One thing for sure is that he is obsessed with me." The accompanying caption reads “2 restaurants. 1 delivery. 0 compromise." 

“As a marketer, I believe simple is best,” she said. But Aziz knows there’s a difference between a simple message and an easy one.

“Uber can’t just stroll in without skin in a community, so I find creators with a really good grasp on their corner of the internet.”