Content Creation for a Global Ride-Hailing App

inDrive is a global ride-hailing app built on the principle of fairness and transparency. Unlike traditional taxi services, it empowers passengers to set their own fares, creating a peer-to-peer system where both riders and drivers agree on a fair price.

Today, inDrive operates in 888 cities across 48 countries, expanding its services beyond transportation to deliver honest, ethical, and community-driven solutions worldwide.

inDrive sought to strengthen its presence in the Philippines by connecting with Gen Z and Millennial commuters through content that feels fresh, relatable, and culturally in tune.

Their goal was simple yet strategic:

Attract new app users through humor-driven, everyday storytelling.

Reinforce credibility and the app’s “fair pricing” advantage.

Build brand trust by positioning inDrive as the smart, value-for-money choice for young Filipino commuters.

Our creative direction centered on authentic humor and real-world relatability, telling stories that mirror the daily experiences of Filipino commuters while reinforcing inDrive’s unique value.

We leveraged three key strategies:

Humor & Relatability: Everyday commuting scenarios transformed into lighthearted, shareable skits.

Viral Trends & Buzz-Driven Campaigns: Tapping into trending sounds, challenges, and local humor to boost visibility.

Storytelling & Local Insight: Incorporating Filipino slang, humor, and cultural nuances to make the content feel native. not like an ad.

This approach turned each post into a micro-story, subtly educating viewers about the brand’s benefits while entertaining them.

Each month, our team produced:

11 short-form videos (for Reels, TikTok, and YouTube Shorts)

2 graphic posts for social amplification

End-to-end creative production from content ideation, scripting, and filming to editing and captions.

We worked closely with inDrive’s regional marketing team to ensure every piece of content aligned with their campaign goals and brand voice.

Our collaboration helped inDrive:

Increase engagement among Gen Z audiences through trend-led videos with strong local appeal.

Strengthen brand perception as a fun, trustworthy, and people-first alternative to traditional ride-hailing apps.

Build momentum for future campaigns in Southeast Asia, showing that storytelling rooted in cultural insight can drive meaningful connection and brand loyalty.

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