Revel
Revel's mission is to accelerate EV adoption by providing the infrastructure and services that make it easy to go electric.
My work at Revel:
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Served as Revel’s in-house content creator responsible for ideating, filming, and editing 230+ paid and organic assets (static and video).
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Executed campaign testing on Google, YouTube, and Reddit to evaluate performance against Meta, unlock a new audience, and diversify channel mix.
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Educated myself on new channels and customized content to align with platform best practices and native behaviors.
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Streamlined production workflows to enable faster testing and optimization of creative based on performance insights.
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Defined Revel’s organic social strategy by continuously tracking emerging trends, integrating them into brand storytelling, and optimizing content performance across Instagram, TikTok, and other key platforms.
Paid
+230
Assets ideated, filmed, and edited
$50
↘ 67%
Overall CAC (cost per first ride)
Before: $150
+48.3k
New App Accounts
(Q1 2024-Q2 2025)
+21.6k
New Riders
(Q1 2024-Q2 2025)
~10.8%
↗ 34%
~16
↗ 300%
Contribution of Paid Social Accounts
New ads launched monthly
Paid Social
Facebook & Instagram
Flight
IMPACT
Spend $247,624
New accounts 11,754
CPA $21.10
New riders 4,679
CAC $53
CTR 0.48%
A/B Testing
I created multiple iterations of our top-performing asset and used A/B testing to identify the elements that made it successful:
• Static camera
• Native look and feel
• Clear brand & service messaging
This formula worked again and again. The "Trip50" version (without music and the offer shown upfront) hit a record-low CAC of just $34.
Trip50
IMPACT
Spend $65,662
New accounts 4,302
CPA $15.30
New riders 1,929
CAC $34
CTR 0.92%
Travel40
IMPACT
Spend $32,485
New accounts 1,561
CPA $20.80
New riders 575
CAC $56.50
CTR 0.73%
Note40
IMPACT
Spend $92,957
New accounts 4,777
CPA $19.50
New riders 1,990
CAC $46.70
CTR 0.60%
Airport content wins
We identified the airport theme as the most successful way to convert users. It is a moment when people are actively looking to save on a ride. Airport-focused assets have consistently been our top performing assets.
Making the service clear
Many people confuse Revel with Zipcar and assume they have to drive themselves. To clear up the misconception, I created assets that clearly show the service and differentiate the brand.
Hannah40
IMPACT
Spend $24,375
New accounts 1071
CPA $22.70
New riders 399
CAC $61
CTR 0.46%
Native Look & Feel
Created ads that seamlessly blend into organic content on Instagram and Facebook. I incorporated native elements like Q&A boxes, UGC-style footage, and influencer-style promo codes to make the ads feel natural in-feed so users don't immidiatley realize they're watching an ad.
New40
IMPACT
Spend $20,4354
New accounts 969
CPA $21
New riders 424
CAC $48
CTR 0.42%
Channel Testing
1st Iteration
2nd Iteration
Reddit Test & Learn
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Pulled top-performing content and themes from Meta to guide creative direction
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Started with heavily branded ads but quickly learned that native-looking content performs better
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Shifted to more organic, Reddit-native creative formats
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Despite optimization, CAC didn’t reach parity with Meta during the month-long test
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Decided not to scale Reddit further, as the platform is still less mature for paid performance
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Gained valuable insights to inform creative strategy across other channels
Organic
Mini Social Landing Page
Pinned Posts & Highlights on Instagram
Social Rules
Younger audiences often use Instagram as their first stop when discovering brands. I transformed Revel’s profile into a mini landing page, making key info easy to find and instantly visible.
📌 Pinned Posts showing Revel's services and products
🌟 Highlights feat. value props, charging locations, relevant links
Your all-electric Rideshare in New York City. Count on affordable, safe, and clean rides. Sit back and relax.
Request a ride to and from:
🗽 All 5 boroughs
✈️ NYC airports (JFK, EWR, LGA)
🚙 Parts of NJ
Get the app. Link in bio 🔗
Drivers can easily make the switch to driving EVs while being in control of their earnings and schedule.
Drivers on the Revel platform enjoy:
⏱️ Real-time pay
💸 100% of tips
🤝 24/7 dedicated support
Apply to drive. Link in bio 🔗
Charging made easy!
Charge any EV, any time at our public charging stations. With Level 3 fast charging you can juice up your EV in minutes not hours.
Locations:
⚡️ Lower Manhattan
⚡️ JFK Airport
⚡️ South Williamsburg
⚡️ Bedford-Stuyvesant
⚡️ Long Island City
… and more coming soon.
See all locations. Link in bio 🔗
IMPACT
Accounts reached 12,469
Followers 14%
Non-followers 86%
Likes 131
Comments 74
Shares 64
Saved 196
Accounts reached 12,204
Followers 11.5%
Non-followers 88.5%
Likes 59
Comments 21
Shares 10
Saved 22
Accounts reached 12,251
Followers 14.7%
Non-followers 85.3%
Likes 65
Comments 11
Shares 1
Saved 13
Founders Series
Instagram (Organic)
Objective:
Create four Instagram Reels featuring Revel's founders Frank Reig and Paul Suhey to share Revel’s founding story and mission. The video should highlight Revel’s NYC roots, its impact through electric rideshare and charging services, and present the brand as authentic, approachable, and urban.
Goals:
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Showcase Revel’s identity, origin story, and mission
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Capture Frank and Paul in a relatable, genuine setting
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Highlight Revel’s industry differentiation and positive impact on NYC
Audience:
Instagram followers, rideshare users, former moped fans, and people interested in EV charging.
Teaser
IMPACT
Views 7.2k
Likes 137
Comments 26
Saves 6
Shares 16
The Journey of naming Revel
IMPACT
Views 4.9k
Likes 63
Comments 6
Saves 6
Shares 3