Key takeaways, jump to a section:
Background: Lyft, Prop 22, and the Covid-19 Pandemic
However, during the pandemic and its aftermath, Lyft and other gig economy applications fell under the spotlight and faced broad negative sentiment. As the pandemic raged and lockdowns became commonplace, Lyft and its competitors faced criticisms around driver safety, earnings, and financial stability. As Lyft classifies its drivers as independent contractors, public criticism was elevated at the lack of job protection Lyft could offer its drivers during the Covid-19 lockdowns.
In California, this criticism came to an intense head as Lyft faced legislative challenges in the form of Prop 22 – a controversial piece of legislation that, when passed, allowed companies like Lyft to classify their drivers as independent contractors instead of employees. Debate raged on both sides, with high-profile politicians and celebrities weighing in on labor rights and the gig economy.
Our team worked with Lyft for almost three years, covering the duration of the pandemic and the Prop 22 campaign. We used NetBase Quid to deliver enterprise-level listening data. Then we turned this data into beautiful, intuitive, easy-to-navigate dashboards and reports to provide at-a-glance insights to Lyft’s executives.
Alongside our data for Lyft, we also undertook competitive analysis by doing the same social listening for Uber. This gave us a comparison to a direct competitor at a time when the industry as a whole was experiencing challenges. Lyft was able to, in real-time, compare trends, sentiments, and mentions with their biggest competitor. This general social listening report was delivered twice weekly, ensuring that the social media was able to respond promptly to a shift in sentiment.
At the height of the political campaign, Lyft aimed to shift negative sentiment with their carefully crafted #RidetoVote strategy, which ran from September to November 2021 and aimed to help people get to the polls by giving a free ride worth $15.
Data → Action
Nouvel Âge helped Lyft turn data into actionable insights by building on our intuitive reports. We supplemented our reporting with strategic direction and identified opportunities to share their message. With our finger on the pulse, the social listening team at Nouvel Âge Media provided recommendations for influencers to partner with, strategic messages to share, and elevated critical pieces of data to the executive level to inform decision-making.
Throughout a challenging three-year period, Nouvel Âge worked as a trusted partner to Lyft, helping them navigate industry challenges and shifts in public sentiment and giving their executive team the data they needed to create strategies that resonated with their riders and drivers.
Learn more about what working with Nouvel Age Media can do for your brand. Schedule a discovery call here.
- Happy Marketing April 2023
- The New Age of Social Media Advertising Segmentation & Targeting
- What’s the Difference Between Search Engine Marketing and Pay-Per-Click Advertising?
- How Long Does it Take Before Paid Advertising Campaigns Deliver Results?
- A Handy Glossary of Our Most-Used Digital Marketing Terms