Since 2018, we began working with Australian born all female rideshare Shebah as their agile marketing and creative agency. In that time, our efforts have increased growth in revenue and customer acquisition to 8% month-on-month. In order to do that, I worked as their Lead Creative writing all of their comms and collateral such as social tiles, EDMs, revised website copy open letters, press releases and more while also creating larger digital content pieces specific to their needs such as the #IDriveWithShebah #IRideWithShebah testimonials (a production of Rattle The Cage) and continued our work into Shebah’s public equity cap raise that demanded a rigorous comms plan, strategy and engaging content. In addition, I also worked closely with the Shebah team assisting them with other deliverables outside comms such as managing their partnerships.
As of 31st of March 2019 - we are proud to say that due to our clever comms work and media budget of less than $10,000, Shebah can now claim as to the biggest equity capital raise in Australia, beating out fin-tech star Xinja who raised $2.6M - with a whopping $3M capital raise from our community alone. Astounding results!
OPEN LETTER
This is the Open Letter written with an extremely fast turn-around (1 hour) 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.
SOCIAL MEDIA
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 easy brand recognition. I was also able to tap into the daily wants, needs and concerns of its current community and prospecting drivers and passengers. All 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. (That’s my hand!) Scroll through to see examples.
UX & WEB COPY
The old Shebah homepage was given an overhaul thanks to the fact that many were turned off by the outdated styling, non-evolved copy and unclear imagery.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 in multiple workshops with the Shebah team to spot check all UX issues across their website and other platforms. I then rewrote the copy for the website tapping into what sets Shebah apart from other rideshare competitors as well as alleviating other issues such as the nuance between using ‘women’ and ‘female’ and rewriting the original tag to ‘All Women Rideshare’ and clarifying what that means on our homepage.
TESTIMONIALS
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.
PARTNERSHIPS
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 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 initiative 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.
EQUITY CAP RAISE
In a period of three months, with only one month preparation, we were able to execute a full and solid equity cap raise in which we did about 85% of the marketing work ourselves from strategy, conception to execution. As senior writer on all of Shebah’s collateral, I was tasked with fielding all collateral and comms now for Shebah’s crowd funded capital raise. This was an entirely new area for me and I had to learn a lot and fast.
Fortunately, being heavily across Shebah’s work now for over 6 months and having helped grow the community, the job didn’t prove too challenging. I already had an innate understanding and intuition about what would appeal to Shebah fans and again, what would make them commit to investing. Everything from media releases to EDMs to social tiles to the cap raise copy itself, I was in charge of writing and I still managed to execute in time and under budget. I’m extremely proud of my work across the cap raise campaign because it led to a new cap raise funding record of $3M.
