Cannes Lions


UBER, San Francisco / UBER / 2019

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In 2017, only 2% of VC funding went to women-led companies. In the music industry, only 2% of women are producers. And female soccer players are earning pennies on the dollar compared to men. At Uber, we believe that good things happen when people move, and we want to move more women toward opportunity. That’s why we created the #RethinkTheRatio campaign, which included launching Uber Pitch, a program that offers tools, mentorship, and more than $220,000 in funding to three female founders.


To highlight the barriers that many women face in a variety of industries, we invited people to #RethinkTheRatio. First, we created a hidden-camera social experiment that asked female entrepreneurs to choose who they thought was the boss, the woman or the man. Then we sat down with three female legends to talk about inequalities in soccer, and with two pop stars to talk representation in the music industry. The campaign spanned digital video, social, influencers, and the Girlboss Rally in NYC.


For #RethinkTheRatio and UberPitch, our target audience was women who had left the platform during the #DeleteUber movement. We wanted to prove to them that we had changed as a company, and that we are committed to moving them toward their goals. The #RethinkTheRatio video resulted in quality engagements and a shift to positive sentiment.


Over the course of 3 days, together with Girlboss and Stink Films, Uber conducted and secretly filmed a social experiment that asked female entrepreneurs to choose “the boss.” When faced with a man and woman, most chose the woman because that’s who they wished it would be. These videos ran online with millions of views, combine. Uber also sat down with three soccer legends and two up-and-coming stars to discuss the inequalities in sports and music.


For the social experiment video, the average audience reach across social, influencer, programmatic and YouTube was 14 million, with 8.6 million watching to full completion of the video. Sentiment on social was 98% positive. Our Billboard video with Lizzo and Kim Petras garnered over 2 million engagements on the longform YouTube video, and a reach of over 3 million. And the campaign as a whole delivered over 406 million overall impressions and we saw an 84% increase in online brand engagement.

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