I would approach it by combining on-ground activation with UGC, using my experience as a Marketing Manager at MEBA. At MEBA, I’ve worked on promoting events and mobilizing teams to create content that actually engages students, and I would apply the same approach here. At the event, I’d focus on showing real use cases of Uber One (like food delivery and rides after events) in a simple, relatable way, while making sign-ups frictionless through QR codes and on-the-spot incentives. At the same time, I’d leverage a small team — similar to how I’ve done at MEBA — to create and push UGC during the event. This includes filming quick, native TikTok-style content, capturing student reactions, and encouraging participation through giveaways or challenges. That way, the event doesn’t just stay physical, but extends digitally and drives more awareness and conversions. The goal is to combine in-person engagement with content distribution to maximize both reach and sign-ups.

I’m a Marketing Manager at the Middle Eastern Business Association (MEBA) at UC Berkeley, where I lead marketing and student engagement efforts. I work on promoting events, driving attendance, and creating content that resonates with students on campus. Through this role, I’ve helped increase engagement, execute campus events, and turn awareness into real participation — which directly aligns with building and activating a student community like Uber One.

Creative that gets views is optimized for attention, while creative that drives sales is optimized for action. Content that gets views usually relies on trends, entertainment, or curiosity — it stops the scroll but doesn’t necessarily connect the viewer to the product. In contrast, high-converting creative makes the product part of the story. It shows how it’s used, why it’s valuable, and creates a clear reason to buy. The biggest difference is intent. Sales-driven content includes elements like: Clear product visibility and use cases Relatability (UGC-style, real scenarios) Subtle trust signals (reviews, results, before/after) A natural call to action The best-performing brands combine both — they hook attention first, then quickly transition into showing value and driving conversion.