The Challenge: Showcase Lyft’s commitment to making rideshare better for all.

This fall, Lyft debuted Women+ Connect, a new feature that prioritizes matches between women and nonbinary drivers and riders if a rider prefers.

To set the tone, we secured a broadcast network exclusive and pre-brief interviews with key executives, which helped to generate a swath of organic social content across Instagram, X, and TikTok, including @bikini.bottom.news, @them, and @people.

We orchestrated a day-of media blitz across women’s interest, tech, business, LGBTQ+, regional, multicultural verticals and newsletters.

We also partnered with a group of “Good News” influencers to amplify our message. And we developed new creative in made-for-Instagram-and-TikTok social assets that leaned into of-the-moment trends, like “girl car.”

Results

• 844 pieces of coverage
• 463 Broadcast placements
• 3.5B+ Reach across print/online and broadcast
• 30M+ Impressions across owned and partner content
• 3.4M Views across influencer posts

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