Overview
Hitch is the rideshare app for between cities. Founded in Austin Texas, the service was initially just in Texas, and then eventually expanded to include Oklahoma. In 2021, Hitch expanded to Florida. Without the same level of boots on the ground and staggered expansion that Texas had, it was important to build a launch that generated excitement and could evolve with time.
Key Objective
Build excitement around Hitch’s expansion and build a loyal customer base in Florida.
Art Direction
The initial mood board led me in a couple of artistic directions. At the time of the launch, social and PR were our primary channels, so the content strategy was important. In the end, I worked with the leadership team to choose a direction that is both eye-catching and playful.
Organic & Paid Social
The launch covered all of our social channels, but our highest engagement is usually on Instagram. I developed an overall strategy and executed the creative; however, I oversaw our freelance social media manager for copywriting.