Uber reworks marketing structure to target Gen Z

Uber has outlined a new cross-discipline strategy that merges its communications, social and marketing functions into a single connected ecosystem, moving away from siloed operations.

The approach, which Uber describes as a self-reinforcing flywheel, integrates brand trust, cultural storytelling and scaled reach into one system. This structure becomes more efficient over time and aims to build authentic connections with audiences, according to a spokesperson from Uber.

The strategy targets Gen Z specifically, on the basis that younger audiences often tune out standard, polished commercials. Uber says it complements traditional campaigns by showing up in the conversations and communities that matter to the audience, rather than relying on broad awareness advertising alone.

Under the model, a pre-launch PR stunt generates earned media coverage, a main IMC campaign then amplifies that momentum at scale, and post-campaign creator content and organic endorsements sustain the narrative between major moments. These long-term creator relationships help keep the brand present in everyday conversations, according to Uber. 

Uber will test content organically to identify what resonates, then amplify high-performing creator content through paid media - a process it credits with improving creative effectiveness and overall marketing efficiency. Influencer partnerships are selected for their alignment with Gen Z lifestyle trends, with creators given freedom to tell stories in their own style.

Uber has framed the initiative as an ongoing strategy rather than a single campaign, with the three disciplines informing and strengthening one another.

Candy Lui, head of communications and social, Hong Kong, described the three functions as one connected flywheel: "Communications is our GPS, building foundational trust; social provides the wheels, tracking the cultural pulse from Causeway Bay to Kowloon; and marketing is the accelerator, scaling our reach across the harbour. By moving as one ecosystem, we don't just capture attention - we earn genuine participation."

Cristina Villarreal Lago, director and head of global social media, said social media is no longer just a distribution channel. "We've shifted from siloed broadcasting to a dynamic flywheel where community engagement directly informs our communications and scales our marketing," she said. "For highly discerning audiences such as Gen Z, relevance must be earned through genuine participation."

Don't miss: Uber shifts Hong Kong strategy with Gareth. T campaign from Special

Uber has been shifting its marketing strategy in Hong Kong as the ride-hailing category matures, moving the conversation away from convincing consumers to e-hail and towards what they can do with the time the service gives them back.

The new brand platform, “Keep doing what you do”, has been developed by independent creative network Special Australia and launches with a campaign starring Cantopop singer-songwriter Gareth. T. At the heart of the strategy is a simple observation: instead of standing on the street waiting to hail a taxi, an Uber customer knows roughly when their car will arrive and can use those few minutes for something else.

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