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Challenges

  • Breaking Through a Competitive Market: Competing with well-established ride-hailing giants, inDrive needed a way to stand out without overspending on traditional paid media.

  •  Reaching the Right Audience: College students are digital natives who ignore traditional ads. They trust peer recommendations and engage more with authentic, user-generated content.

  • Driving Nighttime Ride Adoption: The campaign needed to position inDrive as the preferred choice for safe, reliable nighttime transportation, addressing common concerns like affordability and safety.

  • Scaling Content Without Losing Authenticity: To remain effective, influencer content had to feel organic, engaging, and non-promotional, ensuring students saw inDrive as a genuine solution, not just another ad.

Approach

  • Targeted Micro-Influencers: Partnered with dozens of the best University of Miami creators each month, carefully selecting influencers whose content and lifestyle aligned with inDrive’s student audience.

  •  Authentic Content Strategy: Influencers highlighted affordable fares, convenience, and safety, positioning inDrive as the best option for getting around campus and nightlife hotspots.

  • High-Volume, Consistent Content: Produced 40+ unique videos per month, keeping inDrive top-of-mind through a steady stream of engaging, peer-driven content.

  • Data-Driven Optimization: Monitored engagement, downloads, and ride activity to continuously refine influencer selection and messaging for maximum impact.

“inDrive is thrilled to collaborate with DRFT Marketing, led by Noah Gaudet and Thomas Van Der Leegte, who have been nothing short of exceptional in driving our campaign forward. Their strategic vision, energy, and innovative approach have been instrumental in amplifying our brand presence in Miami. We value their ability to execute bold ideas with precision and are excited to see how this partnership continues to evolve. DRFT Marketing’s commitment to excellence and creativity perfectly aligns with inDrive’s mission to challenge the status quo and deliver meaningful experiences.”

Eddy Velázquez

Business Development Director inDrive USA

inDrive

Aim to increase app downloads and ride usage at the University of Miami, specifically targeting students who rely on rideshare services at night. DRFT leveraged micro-influencers to create authentic, high-impact content that drove awareness and conversions, establishing inDrive as a go-to transportation option on campus.

Views at the University of Miami per Month

200k

Unique Creator Videos per Month

40+

Increase in Rides in the Coral Gables Zip Code

1.7%

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