Case study · RIDESHARE & MOBILITY
Local Media and Media Training Launch inDrive's First U.S. Market
Through a strategic three-month launch campaign for inDrive’s South Florida debut, 5W secured 19 local news features and broadcast segments, capturing over 281 million unique impressions.
19
Local Stories & Broadcast Segments
281M+
Unique Impressions
10K+
Repeat Customers
Overview
PRACTICE: Market Entry | Media Relations | Media Training
As a global rideshare platform, inDrive allows riders and drivers to negotiate fares. inDrive engaged 5W in spring 2023 to orchestrate its entry into the U.S. market in South Florida. Our team worked with inDrive’s international communications leads and partner agencies to prepare for a successful launch.
Discover
InDrive had established messaging for international markets, but its new U.S. representatives had limited experience engaging with American media. The campaign needed to reach two distinct audiences at once: riders downloading the app and drivers looking for flexible gig opportunities.
Define
“Local reporters covered inDrive because passengers could pick their price.”
To establish inDrive’s positioning, 5W adapted the brand’s global messaging for American journalists. The campaign centered on inDrive’s unique fare negotiation model, prioritizing local South Florida media outlets to build regional momentum.
How 5W ran the program
Drive
- Collaborated with inDrive’s international PR teams over three months leading up to the July debut.
- Executed comprehensive on-the-ground launch initiatives tailored to the South Florida market.
- Refined global talking points to resonate with U.S. media and local consumers.
- Conducted media training sessions for onboarded U.S. executives prior to reporter interviews.
- Pitched strategic narratives to drive rider downloads and expand driver network sign-ups.
Results
19 local stories & broadcast segments · 281M+ unique impressions
The targeted launch coverage connected with riders and drivers across South Florida, driving rapid adoption and strong initial registrations.
- Average price negotiation time fell to 10.8 seconds per ride after the July launch.
- Thousands of drivers joined a waitlist for the South Florida market.
- 2,000 travelers at Miami International Airport used fare negotiation to avoid surge pricing.
- Coverage included TechCrunch, Thrillist, and The Rideshare Guy.
Coverage included
More client work
