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SAN FRANCISCO, CA: Ridesharing company Lyft aims to increase its social media activities with the appointment of British social media agency Coolr, which will expand into the U.S. with the brand as its founding client in the country.
The rideshare app, which operates in the U.S. and Canada, has named the independent social media agency as its social media agency of record to handle brand activities.
Coolr has been tasked to work with the in-house team within Lyft to grow its brand social using “a scaled approach” to both influencer partnerships and content with an increased focused being placed on its presence on TikTok, where the brand first appeared in early 2021. Coolr will also cover Lyft’s Twitter and Instagram activities.
Bryna Corcoran, director of brand, social and influencers at Lyft, said that she expected Coolr to deliver “a completely fresh and unique perspective on the social landscape.”
“We share the belief that organic social brand and community building can truly have an outsized impact on reaching and engaging our key audiences,” she said.
Driving social media impact
The agency has served as Burger King’s social AOR in the U.K. for the last four years. Its response to Kanye West’s “McDonald’s is my favorite restaurant” statement on Twitter—a simple and succinct burn: “Explains a lot”—went on to become the most liked tweet by a brand of all time with over 220,000 retweets alone.
Coolr’s U.S. team will be based in Los Angeles with ongoing hiring and an offer of strategy, creative, content creation, channel management and influencer/creator management.
“Our teams share a passion for creativity, social media culture and purpose driven campaigns and together we will produce some incredible work,” said founder and CEO of Coolr Adam Clyne. “At Coolr we have a belief that social media can transform brands and we are looking forward to making this happen with Lyft and other new clients. Social media is a moving target and we enjoy working with leading brands who want to win in this space.”