UBER ONE: EATER TO RIDER ACTIVATION

CONTEXT: Uber identified a cohort of Uber One members actively using grocery delivery on Uber Eats but not engaging with the rides platform, representing a cross-line of business growth opportunity.

OBJECTIVE: Drive reactivation onto the rides platform and increase cross-app usage among Uber One members.

APPROACH: Developed a targeted lifecycle campaign offering 15% off the next ride, aimed at Uber One members with strong grocery usage but no recent rides activity. The campaign also utilised Uber Eats in-app surfaces to capture users in a familiar environment and prompt cross-platform behaviour.

Messaging focused on convenience, positioning Uber as a natural extension of their existing behaviour. Communications were designed to make the transition from Eats to Mobility seamless and low-friction.

IMPACT: Delivered a triple-digit percentage uplift in rides usage among the targeted cohort, with strong promotional efficiency (~13x ROI benchmark). The campaign has since scaled into an always-on automation, supporting ongoing cross-line of business growth and increasing active membership on the rides platform.

INSIGHT: Cross-sell is most effective when it builds on existing behaviours—positioning new products as a natural extension of how users already engage can significantly lower barriers to adoption.