Jianing ZHU_MM_Creative Test Anwers

8/18/2019 Jianing ZHU_MM_Creative Test Anwers

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Uber Marketing Manager

Creative Test

竺佳宁 (Jenny Zhu)

2016.04.01(Seriously, my work has nothing to do with the date ! )

For Section 1- Wechat Post, I think it could be more reader-friendly to present via real Wechat

account. Thus I created one specifically for this test. Please feel free to scan the QR code or search

the account named“佳宁的密室” to check my work.

竺佳宁 | [email protected] | 13588145450 / 1 15

mailto:[email protected]


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Post 1 - Local Event Partnership (* Please complete in Simplified Chinese)(a) This Wechat post should highlight an event specific to your city that Uber should definitely beinvolved in.

请关注我的微信号，回复［001］，或⽤微信扫描下图⼆维码查看活动推⽂




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(b) Hypothetical Situation - Let’s see how you would respond to this email from the eventorganizer:“Hey there - thanks for your offer. We’re trying to offer a great experience to all our attendees, not just the ones that haven’t heard about Uber yet. Can you hook up people that already have Uberas well? Otherwise, I don’t think we’re going to be able to partner with you.”

敬爱的活动主办⽅您好，

感谢您的反馈，您希望吸引更多优步现有⽤户的需求我们已了解。优步有以下⼏个想法与您分享：

⾸先本次北京草莓⾳乐节的主要受众是18-30岁的学⽣和年轻的在职⼈员，与优步在北京的主要使⽤

⼈群有⼀定重合度。因此本次您与优步合作推⼴，⼀定能吸引到不少优步现有⽤户参与。

若您希望有更直接吸引优步现有⽤户的办法，则：

1）优步可以在活动期间开放针对⽼⽤户的优惠，如活动期间⽼⽤户输⼊优惠码可享受⼈民优步拼车

折扣。此外，我们也会在通过app内弹窗、推送、短信等形式向⽼⽤户宣传本次活动。如您对此种⽅

式有兴趣，我们可以根据活动预算讨论具体折扣细节。

2）您也可以考虑在活动当天提供场地，让优步通过现场活动的⽅式吸引⽼⽤户参与，并且在您的活

动推⼴中也带上优步品牌。优步团队策划和执⾏活动的能⼒⾮常强，能够通过举办具有创意的活动

吸引眼球。⽽优步的⽼⽤户对优步本⾝的品牌及活动都有较强的感知，对参加优步举办的活动也有

⾮常⾼的积极性。若能让优步参与策划现场活动并在活动推⼴中带上优步品牌，相信对于提⾼优步

⽼⽤户的参与度将有⾮常积极的影响。

期待您的回复。若您还有任何疑问或想法，欢迎随时跟我联系。

祝商祺！

优步北京市场经理




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Post 2 - On Demand Stunt (* Please complete in Simplified Chinese)





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(b) Now, think through some of the logistics that would be involved in making your idea come tolife. Please walk us through those logistics and details -- what would you have to think about, planfor, and execute upon, in order to make your idea/event a success?

选择该主题的原因：

据报道，北京百万⽩领在上班时间压⼒⽐较⼤，超过⼀半的⽩领上班时间⽆任何运动，三分之⼀⽩领每周加班超过5⼩时。由于⽩领，特别是加班⽩领由于收⼊较⾼，叫⻋需求较⾼，是优步的主要⺫标⼈群之⼀，⽽健康问题是⽩领⾮常关注的问题（特别是⽩领⼥性，由于⼯作忙碌、怕⾟苦不太愿意锻炼，希望能通过其他⽅式保持健康甚⾄减肥），因此考虑将健康主题与优步活动融合，打到⺫标⼈群的痛点，宣传优步的积极品牌形象，吸引更多北京地区的⽩领成为优步⽤户。

选择4⽉15⽇的原因：

4⽉15⽇天⽓转暖，⼤家已经开始想吃⼀些清爽的东⻄。加上将活动定在周五下午，⼤家参与的意愿会更加⾼。优步的“⼀键呼叫”活动只在当天下午开展，也是为了“饥饿营销”制造爆点。

选择与HeyJuice合作的原因：

职场⽩领中相对⼥性对健康关注度更⾼，也更愿意尝试新产品，并与朋友分享。HeyJuice传达的通过果汁清断⾷调理⾝体的概念很容易被接受。此外，HeyJuice在北京也有⻔店，Uber可以直接通过线下实体店取货，物流更加⽅便。

从HeyJuice的⾓度来说，本次优步活动主打的职场⽩领，特别是职场⼥性与其⺫标⽤户的重合较⾼，可以通过此次活动打开市场，因此合作意愿也会⾮常⾼。

本次活动⺫标：

1:吸引⾄少500名新⽤户注册优步

2:确保所有果蔬汁在指定时间内都被送完，活动本⾝保持收⽀平衡

3:社交媒体上有⽤户⾃发积极正⾯的反馈

成本估算：

1. 假设本次活动在⽩领最集中的三⾥屯、中关村、国贸三地。假设三个区域约有200万⽩领上班，其中有5%是优步⽤户，并且这其中的1%会参与到本次活动中，需求约为1万⼈次，由于每次送4瓶，⼤约需要送2500次，若三个区域需求均分，则每个区域需送货834次左右，每⼩时送货209次。假设每个区域每位司机⼀个⼩时可送货3次，则需要70位司机。由于活动集中在特定区域内送货，可考虑招募志愿者通过⾃⾏⻋骑⾏送货。假设⾃⾏⻋骑⾏者每⼩时送货2次，则可以考虑在每个区域招募30名骑⼿，50名司机。全市⼀共需要90名骑⼿，150名司机。

2. 预计订单为2500个／1万瓶，因此需要提前与HeyJuice联系，以4瓶80元的价格预定1万瓶，总共预⽀出80万。对外报价每单88元／4瓶，差额8元作为作司机或骑⼿的补贴。

3. 针对新⽤户优步推出⾸单免30的优惠码，优惠码成本在15000元。假设新⽤户激活后每年打⻋频次为10次，每次⻋费均价为20元，按照25%的佣⾦⽐例，优步在⼀年后可获利：500*10*20*0.25-15000=10000元。

活动流程筹划：

1. 4⽉15⽇前优步通知HeyJuice在4⽉15⽇上午准备好1万瓶（2500个4瓶／套的包装），并运送⾄三⾥屯、中关村、国贸三地对接地点，由优步专⼈负责清点货品。

2. 下午1点所有司机与骑⼿到所负责的三个区域，由优步统⼀培训活动流程，并在1:45分前认领产品，放⼊交通⼯具内




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3. 2点开始接单配送

4. 若交通⼯具内所携带的产品已配送完毕，司机／骑⼿则速度回到所在区域的接头地点再拿产品

5. 优步负责及时更新产品订单数量信息，若发现某区域所有库存都已配送完毕或被预订，则及时停⽌活动。

6. （可考虑）可尝试与HeyJuice提前沟通，若开始配送的前2个⼩时发现需求量特别⼤，让HeyJuice准备⼀部分备⽤库存运到三个区域或某个就近区域。

7. 活动结束后统⼀结算司机、骑⼿费⽤。

宣传推⼲渠道：

1. 优步通过微信、微博、app内弹窗、推送、短信，邀请⼤v转发等形式预热

2. 优步⿎励⽤户⾃发分享到朋友圈并截图发⾄后台赢HeyJuice套餐，在活动当天引发热点

3. 与HeyJuice合作，可通过HeyJuice⾃⾝媒体、明星渠道（⽐如奶茶妹妹、Angelababy）等合作

宣传活动

4. 优步可考虑与⼤公司的Staff Club合作，由公司主动发起推⼲本次活动




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Post 3 - Freestyle Idea (* Please complete in both English and Simplified Chinese)





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Section 2: Responding to Customer Emails (* Please complete in Simplified Chinese!)

1) Long-time Uber user. Had the worst experience I've ever had with the service. My driver, James,was video conferencing on a laptop while driving. It was absolutely ridiculous and a danger tomyself and to the drivers on the road. I’m super disappointed - this is what I would expect of anormal taxi. I love the service but this is just unacceptable.

亲爱的乘客您好，感谢您的反馈，很抱歉给您带来⼀段不愉快的体验。

优步⼀直致⼒于提供安全⽽优质的⾏车服务。此次出现问题，我们向您表⽰最诚挚的歉意，希望能

取得您的谅解。同时，我们对您提到的情况⾼度重视，查询了您的⾏程后，已把情况反馈给了相关

⼩组负责⼈。我们的负责⼈会马上跟合作⽅司机确认情况并对合作司机的⾏为进⾏登记处理 ,若⾏为

严重者我们会⽴刻取消与该司机的合作。另外，我们也会确保在对司机培训和⽇常沟通中再次着重

强调⾏车规范与安全问题。

您的安全,就是我们的承诺；您的满意，就是我们前进的动⼒。希望在未来的⽇⼦⾥，我们还得到您

的反馈，让我们能够⼀直进步，给您带来⾼质量和便捷的出⾏。

如您还有任何疑问，欢迎您随时与我们联系。

祝您⾝体健康，出⾏愉快！





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2) Just a quick feedback loop - my ride last night was pretty terrible. I felt bad for the driverbecause he was apologetic after a while, but a few things happened:1. He was about double the estimate in time in coming over, and the phone number that I had frommy text message was disconnected (I tried to order another one but then cancelled when hecame).2. He wasn't sure how to get to the location (No. 9 Renmin Road) so we looked it up ourselves andtold him the cross streets - he took a meandering way to still get to the wrong location (he droveright past the location, then said, “Oh, I had the wrong cross streets”). He literally zigged andzagged the entire way, driving slowly, and getting to the wrong place, then apologized, and stillzigged and zagged slowly, choosing streets with tons of traffic. Eventually he shut off the meterbecause he said he felt badly (but we were almost there at that point).3. We almost got into two accidents, which were his fault. It was surprising. The car was absolutelyamazing, and he almost ran into one SUV, and sideswiped one van. All while driving slowly. Twonear accidents while driving slowly is not something I usually encounter. I felt bad for the guy. Heseemed very stressed.I loved the ease of service, but the experience was pretty off putting and we wound up taking a cabhome over opting for UberCab again. Pretty disappointed that the experience cost me $30 - andwe were over 20 minutes late to top it off. As a comparison, the ride home in the cab cost $12 ($15

with tip). The 4.2 miles between the two locations shouldn't have been $30.

亲爱的乘客您好，

感谢您详细的反馈，⾮常抱歉对您出⾏造成不便。

经过查询您的⾏程，我们发现当次出⾏是由于司机的问题⽽导致产⽣⾼额费⽤。我们已经将您当次

⽀付的30美元全款退回⾄您的原⽀付⽅式中，预计在5个⼯作⽇到账，请注意查收。

此外，我们对服务没有达到您的期望⽽表⽰歉意。您的反馈已转达给我们的司机合作⽅相关⼩组，

我们定会更加重视对司机业务⽔平，特别是⾏车路线、⾏车安全⽅⾯的培训。

您的满意是我们前进的动⼒！希望在未来还能听到您的反馈，让我们能够⼀直进步，给您带来⾼质

量和便捷的出⾏。

祝您2016年⽣活愉快，出⾏顺利！





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3) Hi Uber Support, I would like to take the time to let you know that I will no longer be using thisservice unless I can have an explanation that justifies this $15.00 cab fare (see below). I think thetotal distance traveled was about .5 miles according to Google Maps. I would like to know thebilling break down and I want to understand how .5 miles leads to $15.00 USD. If there is noexplanation, I will stop using the service, and stop recommending it to others, as I have been a bigsupporter of your company up until this point.

Thank you. Best, John Sweazey

亲爱的John,

感谢您使⽤优步，也感谢您向我们提问反馈车费的问题。

您每⼀次⾏程的详细信息，包括路线、时间、车费等都会通过邮件的形式发送⾄您的邮箱，您可以

通过邮件点击查看。关于您本次反馈的⾏程，我们为您查询了⾏程信息，发现您当时选择接受 “溢

价”打车，因此导致车费增加⾄$15。出现溢价的原因是您所在的区域在您叫车的时间段内需求过⼤

⽽空余车辆较少。通过溢价形式，可以⿎励更多司机到您所在的区域提供优质的服务。若您对 “溢

价”还有任何疑问，您可以选择点击https://help.uber.com/h/6c8065cf-5535-4a8b-9940-d292ffdce119查

看“溢价介绍”或邮件与我们联系，我们⾮常乐意提供更多信息与帮助。

另外，您在下次使⽤优步app叫车时可以留意，当溢价情况出现时我们会在app内告知您溢价的倍

数，只有当您输⼊溢价倍数表明您已理解并接受溢价后，我们才会为您叫车。

希望这封邮件能够回答您的问题。您的满意是优步前进的动⼒！期待在未来还能听到您的反馈，让

我们能够⼀直进步，给您带来⾼质量和便捷的出⾏。

若您还有其他任何问题，欢迎跟我们联系。

祝您⽣活愉快，出⾏顺利！





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Section 4: Marketing Ideas (* Please complete in both English and Simplified Chinese!)

加班太拼？优步疼你！等你回家，我才放⼼！

在互联⽹公司典型加班⽇（如准备⼤促）时，安排司机聚集加班严重的区域（如中关村，国贸，望

京附近）等待，⽤户就可以在5分钟之内快速上车。等乘客上车后送给乘客uber定制的放松舒缓⼼情

的⼩物件，如眼罩、靠枕等。确认地址后可以让乘客安⼼在⾏驶过程中安⼼休息，等达到后再叫醒

乘客，体现对加班⼈员的关怀。

Work Late? No Worry, Uber Drives You Home Safe!The target is those working overtime people, especially in the field of Internet. Uber Arranges drivers to

gather close to CBD area where OT people work. When they’re done with work, they can easily get a Uber

to get back home. In addition, drivers give secret gifts (such as eye-mask, pillow with Uber logo) to

customer and ensure customer can take rest during trip back home.

发现优步司机竟然是我前男友的前前⼥友的现男友！我该怎么办，在线等，挺急的。

为了⿎励乘客与司机之间的沟通，根据⼈与⼈之间的“六度”关系，优步推出为期⼀周的“六个问题找

相同”活动。乘客可以问司机六个问题，如果在六个问题中，司机发现⾃⼰和乘客有共同点，聊得来，可以在结束订单时选择给⽤户免费（每天限量3次）。

OMG, Just found that the Uber driver is the BF of my eex’s ex’s…What should I do?To encourage interaction between drivers and customers, Uber can create a “Asking 6 Questions”

promotional event. Customer can ask driver 6 questions, if driver thinks they both share some

similarities or feel like friends, driver can wave customer’s fare (3 times/day at max).

⽤优步竟然可以打到年纪⽐你爷爷的爷爷还⼤的车！

配合北京有浓厚历史底蕴的⽓质，优步可以与⽼爷车租赁公司合作，限时推出⽼爷车作为UberBlack

的选择或者⼀键呼叫的选项。乘客可以与⽼爷车合影并乘坐⽼爷前往⽬的地。

Use Uber, Call a Vintage Car that is Way Older Than Your Grand Grandpa!In accordance with the historic vibe of Beijing, Uber can cooperate with a vintage car dealer to promote a

limited time vintage car experience with UberBlack or One-day stunt. Customer and take photo with vintage

cars or even take a ride with it.

⼀⼈看球太寂寞？优步陪你⼀起嗨

欧洲杯期间每场⽐赛开始前，⽤户都可以在优步app输⼊优惠码区域输⼊⽀持队伍的名字。若该队获

胜，⽤户可获得限时优惠折扣。也可在欧洲杯期间输⼊折扣码“陪我看球”，拼车成功⽴享半价。

Don’t Want to Watch UEFA EURO alone? Uber is Always There With You!During UEFA EURO season, users can put the name of the wining team upon their guess into the promotion

code area before the game. If guess right, they will get a coupon. In addition, users can also put promotional

code “WatchUEFAwithMe” and get discount if successfully carpooling with someone within the game

season.

看奥运，猜⾦牌，赢免费出⾏

2016年奥运会期间，⽤户每天可以猜测当天中国队获得的⾦牌数，并于中午12点前在app内优惠码区

域内输⼊猜测结果。若猜对，⽤户第⼆天乘坐uber车费可享受单次全免（最⾼减免15元/天）

Watch Olympics, Guess the Number of Gold Medal, Win Free RidesDuring 2016 Olympics, users can guess the number of gold metal China wins and put it into Uber everyday

before 12 am. If guess right, users can get a ride free the day after (15RMB off at maximum).




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没时间逛街？优步把春夏最流⾏的款全给你运来了！

可以与时尚电商、时尚媒体⼈及品牌合作，推出⼀键换⾐活动，乘客可以通过⼀键换⾐到房车⾥尝

试最新款服饰，还可以得到时尚媒体⼈的点评。

No Time for shopping? Uber Brings the Shopping Mall to You!Cooperate with fashion e-commerce sites, fashion media, fashion celebrities and brands to throw out a

moving fitting room events. Uber carries latest fashion items and users can call the trial experience via

pressing one tab, they can also get valuable dressing recommendations from experts in the fashion industry.

吴亦凡邀请你做第⼀个试听他最新单曲的⼈！

北京的影视娱乐产业发达，可基于此特⾊，邀请歌⼿明星（如吴亦凡）做⼀天的优步司机，给乘客

播放他的最新单曲，与乘客互动。

Kris Wu Invites U to Be the First One to Listen to His Not-yet Released New SingleSince Beijing has very developed media&entertainment industry, Uber can invite a singer celebrity to

become a one-day driver and give customers exclusive chance to listen to his unreleased piece of work.




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Section 3: Weibo Responses (* Please complete in Simplified Chinese!)

How would you respond to the following Weibo?

@Uber No cars available in Beijing? Why can I never get one?

My first @Uber ride was 3x the price of a taxi. WAY too expensive.

Our @Uber driver is absolutely adorable! Thanks Roberto.

Hey @Uber! I was just charged for a ride I never took. What gives? #GiveMeMyMoneyBack

Hey @Uber...would be cool if you could request by car type #AudiPlease




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Section 5: Promotion Time! (* Please complete in Simplified Chinese!)

Which promo should we use and why?

*(计算过程中不考虑货币在⼀年后升值或贬值的情况)

Step 1:Uber在当下激活新⽤户使⽤的成本

• Option 1: $10 * 1000 * 1% = $100

• Option 2: $15 * 1000 * 2% = $300

• Option 3: $20 * 1000 * 5% = $1000

Step 2:当新⽤户被成功激活，并在1年内持续使⽤Uber, 1年后Uber的收益为：

• Option 1: 10 (# of user)* $20 ($ per ride)* 10 (# of rides) *25% (Uber’s margin) = 500



Step 3:⼀年后Uber的净收益：

• Option 1: $500-$100=$400

• Option 2: $1000-$300=$700

• Option 3: $2500-$1000=$1500

结论:我会推荐使⽤ option 3 基于以下的原因:1) 使⽤Promo 3可以吸引最多⼈数的新⽤户，并且这些新⽤户在1年后的⽤户价值是最⾼的，为

Uber带来 ¥1500的净收益.2) 对于Uber来说，⽤户留存和⽼⽤户GMV是盈利环节中⾮常重要的⼀部分，因此在选择⽅案时，不应太过关注当下的⽀出。虽然promo 3的预算是最⾼的，但是它的⻓期效果也是最好的.

2. If we want to return a profit on each rider within 6 months, what is the max amount that we wouldgive on a promo?

*(计算过程中不考虑货币在⼀年后升值或贬值的情况)




15/15

每位⽤户在半年内预计可带来的净收益:$20 ($ per ride) * 5 (# of rides in 6 mo.) *25% (margin)= $25

因此若Uber需要保证6个⽉内从每⼀位乘客得到利润，新⽤户优惠码的⾦额应不⾼于 $25.

3. How would you think about increasing conversion? ["promo conversion"?]

若要提⾼本次活动中新⽤户的转化率，我觉得可以考虑从以下⼏个⾓度去优化：

1）额度：若随着优惠⼒度的变⼤，新⽤户转化率也可以变⼤的话，可以考虑提⾼优惠⼒度（⽐如将优惠提升到⾸次免$25）。对于⽤户来说，利益的刺激是最直接的，若优惠吸引⼈，转化率也将增加。

2）宣传内容：由于本次活动主办⽅将会通过email形式将Uber信息给到⽤户，且email由于不受字数／图⽚的限制，Uber可以根据跟主办⽅沟通了解这1000⼈的⼈群画像，根据⼈群在email中针对性宣传Uber符合⼈群需求的内容，提⾼受众对Uber的认可和使⽤可能性。

3）渠道：因为使⽤优惠码redeem的流程需要两步，第⼀是输⼊优惠码，第⼆是使⽤优惠码，第⼆部完成才算完成。若发现邮件推⼲得到输⼊优惠码的转换率较低，可考虑与主办⽅合作再次通过在活动现场地推，或在活动上争取曝光机会；若⽤户已输⼊优惠码但没有使⽤，Uber可通过app内推送、弹窗，app外短信或邮件的形式去提醒⽤户打⻋使⽤优惠码。

Unrelated to the above table and questions:4. You"ve noticed that average trips/signup has gone down:a.) What could be causing this?

1）总体⼤环境的影响：⽐如天⽓变化，新修建了多条地铁，城市公路⼤施⼯严重影响交通，油价，政策⽅案的影响等

2）市场内的变化：⽐如竞争对⼿打价格战，有新的竞争对⼿进⼊，Uber受到了竞争对⼿针对性打压等

3）Uber本⾝：⽐如司机⻋辆变少，溢价严重，⽤户反馈体验差，app有bug（如⽆法正常开启或叫⻋），存在负⾯新闻，营销推⼲⼒度不够

b.) How might you increase it?

在解决问题前⾸先需要去了解造成⽤户使⽤减少的最主要原因是哪⼀⽅⾯。可以跟进新闻和市场变

化去了解外部因素对使⽤率减少造成的影响，其次通过深挖Uber本⾝的数据，特别需要观察数据变化的趋势去了解内部因素造成的影响。此外，也可以通过⽤户反馈来发掘问题（因为⽤户愿意反馈说明对该变化对其有⽐较⼤的影响）。⽐如可以了解app的订单反馈，微博发⾔，微信朋友圈分享等内容的趋势来判断是否有数据上没有察觉或⽆法解释的的深层次原因。

举个例⼦，如果从c端的⾓度发现在北京⼀星期内⽤户打⻋次数明显减低，且平均订单价格都较⾼，出现明显溢价情况；从b端的⾓度发现在途⻋辆明显减少，那可以得出供⼩于求是导致打⻋次数减少的主要原因之⼀，需要招募更多司机，且可以根据打⻋位置合理推荐司机等候位置。

再举个例⼦，⽐如优步的打⻋次数明显下降，但所有内部数据显⽰都很正常。通过观察⽤户在微博分享说“本⽉某打⻋软件全部3折，我去⽤啦！”这类的信息，可以很快了解到可能是由于市场竞争（由于⽆法捕捉对⽅数据）⽽造成的因素, Uber这段时间在宣传上可能需要强调⾃⼰的“低价特⾊”

吸引⽤户继续使⽤。


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