The agency team delivered an integrated communications campaign for BlaBlaCar, aimed at promoting travel among women and supporting female drivers in Ukraine. The project was tied to International Women’s Rights Day on March 8 and focused on the platform’s “Women Only” feature.
Сhallenge
Despite the growing number of women behind the wheel in Ukraine, comfort and safety during shared rides remain a key concern. The task was not only to raise awareness of the BlaBlaCar’s “Women Only” feature, but also to reinforce a positive image of female drivers—challenging outdated stereotypes and encouraging more women to use the service both as passengers and drivers.
Objectives
- Provide communication support for the “Women Only” feature
- Engage a new female audience through influencers and niche media
- Position BlaBlaCar as a safe and reliable travel platform
- Drive social media engagement through lifestyle content
Approach
The campaign combined emotional storytelling, practical guidance, and expert insight:
- Influencer marketing & educational content:
We partnered with two influencers with distinct audiences (Aliona Ryzhuk and Sophie Michel). They shared their personal driving experiences, highlighted the benefits of the “Women Only” option, and created step-by-step tutorials on how to use the feature within the app. - Expert media presence:
For WoMo, we developed an op-ed by BlaBlaCar spokesperson Maryna Pukhova, titled “Women Behind the Wheel: How Driving Culture in Ukraine Has Evolved.” The piece combined platform data on female drivers with practical advice on turning driving into an enjoyable experience rather than a source of stress. - SMM & creative:
BlaBlaCar’s official Instagram featured a creative post highlighting cars associated with prominent Ukrainian women from different eras. The campaign also included placements in niche Telegram channels with a high concentration of female audiences.
Results
The campaign reached over 35,000 users in total. Influencer collaborations delivered the strongest performance, generating more than 28,000 in reach with high organic engagement.
BlaBlaCar further strengthened its positioning as a safe, forward-thinking platform that understands the needs of female drivers and actively creates tools to support them.
