Bird Scooters
Jumping into big challenges is one of my favorite things to do. As the first-ever in-house Brand copywriter at one of the most polarizing microelectronic vehicle companies in the world, there were many challenges to face and even more stories to tell.
Give Gas the Bird.
With gas prices at an all-time high, it was only natural that Bird (a leading micromobility provider) had to address it. But, we needed to come up with a killer tagline to kick off the nation-wide campaign. With just one day to ideate, I collaborated with key stakeholders to ideate a list of overarching messages to carry the campaign across a full funnel.
Our response to the highest gas prices in the nation?
Phase 1: Teaser
To push “Give gas the Bird” one step further, we created a character that could give the campaign an additional facet of personality and resonance. With in mind, we created Bird’s Bird: An ostrich who hates waiting in traffic, high gas prices, and their main predator, the cheetah.
Phase 2: Billboards
After going public on NYSE at the end of 2021, it was only appropriate that we highlight our biggest brand campaign to date on billboards in Times Square and Silicon Valley. Running for 4 weeks, we got public eyes and media recognition on our campaign. I wanted people to see our billboards, go home to their families and say “Have you ever heard of Bird?”
And that’s exactly what they did.
Phase 3: Giveaway
After introducing Ozzy the Ostrich to our riders, we kicked off the #givegasthebird giveaway—where we planned to give away 10 BirdFlex e-scooters and 1 BirdBike to a handful of lucky winners (over the span of a month). All they had to do was engage with our posts as much as they wanted to.
Phase 4: Rider Comms
As copy lead, it was my responsibility to help tie “Give gas the Bird” to our shared e-mobility vehicles in the next phase. To help our growth managers in each market succeed, I created a tool kit of templates to launch direct-to-consumer mobile marketing assets, including an email, in-app message, and push notification.
Phase 5: Social Media Activation
Phase 6: Ozzy’s Legacy
As the final piece of the puzzle, we wanted to ensure Give Gas the Bird and the Brand mascot would continue to be something that would boost team culture and remind employees about the mission towards sustainability.
That’s when I teamed up with the legal team to incorporate Ozzy into the Code of Ethics and Conduct, as well as created zoom backgrounds for remote employees to enjoy on calls.
Additional Projects
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One of the toughest things about selling helmet safety to Bird riders is that no one wants to do it, and legally, they don’t have to. I pitched this idea to the creative director and head of social when we were ideating for Valentine’s Day. Then, we slid into Thousand Helmets’ DMs. Lucky for us, they loved it.
The idea: Collaborate with a cool helmet company to create a cheeky Valentine’s Day giveaway.
The tagline: Use protection.
The content: Shoot custom content internally with a quick turnaround.
The gameplan: Host a giveaway on Instagram with Thousand. They give away two helmets, Bird gives away two scooters.
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Any time Bird launches in a new city, we create custom, localized assets for the city’s marketing platforms as well as our own. Launching in Indio was big for Bird, especially because it happened right at the beginning of festival season.
As Brand Copywriter, I not only created copy and accompanying captions both in our brand voice and the city’s voice, I also helped ideate assets that would make us stand out.
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One of the main reasons I left my job at a major growth marketing agency was because I was so drawn to Bird’s overall mission: Cleaner air. Less Traffic. More Joy. The truth is, sustainability lies at the core of shared micromobility. When people ride scooters, they drive less, and when people drive less, there are fewer carbon emissions destroying our planet.
I was absolutely ecstatic to lead the entire refresh of Bird’s Sustainability Page. For weeks, I connected with different teams to gather all of the information and statistics behind Bird’s eco-friendly mission that would later be condensed into one single web page. I had to figure out everything from the structure and flow, to the information of hierarchy and lastly, the words that would help anyone and everyone fully understand sustainability at Bird.