Building a Brand Cause for Your App - Juliana Biasi (99/DiDi)

When the Marketing Director of Brazil’s leading ride-hailing app, 99, went looking for a brand cause, she discovered a significant disproportion between Brazil's percentage of women versus 99's percentage of women drivers. The more 99 listened to its female users, the more they realized how national domestic abuse, public safety, and financial independence affected them. The app added several features to empower Brazilian women to become drivers and feel safer as passengers using the app - this not only boosted their brand’s popularity, but also significantly impacted the society at large.