ZOOX
The most exciting name in mobility
Zoox is an Amazon company building autonomous vehicles as a mobility service. Its purpose-built robotaxi is designed around the rider, not the driver. Ruckus began partnering with Zoox just before its landmark acquisition by Amazon and has helped power its growth ever since, across marketing strategy, paid media, creative ideation, and analytics and reporting.
Hiring the people to build the future
From 2021 to 2023, Ruckus was tasked with strategizing and deploying a major digital advertising effort behind Zoox's recruitment. The work was informed by market research and built to win engineering and technical talent in one of the most competitive hiring markets in technology.
A full-funnel recruitment engine
Ruckus mapped every stage of the candidate path to a channel and an intent, moving prospects from first impression to submitted application. Display drove top-of-mind awareness among audiences not yet familiar with Zoox. Discovery reached interested candidates across video, content, and email in a single campaign. Category search met in-market job seekers searching broadly across tech and surfaced the most profitable keywords, and branded search converted candidates searching directly for Zoox into applications on site.
Video and static creative carried Zoox's mission across feeds, framing the chance to build the future of transportation and pointing every impression toward an application. Every channel pulled its weight: Google Search and Display proved the most cost-efficient channel for quality recruits, YouTube defied benchmarks for both started and submitted applications, Facebook ran as a remarketing engine re-engaging career-page visitors, and Twitter became a stage for company culture and industry news among tech audiences.
Zoox's most successful recruitment initiative
LinkedIn prospecting and remarketing built on Zoox's own workforce drove more than 3,000 submitted applications alone, performance so strong that LinkedIn's own team called it one of the most successful recruitment campaigns the platform had ever seen. Across the full mix, the campaign generated 85 million impressions and 7 million engagements, driving more than 8,000 submitted applications, the most successful recruitment initiative in Zoox's history.
From recruiting the future to launching it
The results earned a multi-year partnership. As Zoox moved toward its public debut, Ruckus expanded from talent acquisition into consumer launch strategy, shaping the audience segmentation and integrated media plan to introduce the purpose-built robotaxi to new riders in San Francisco and Las Vegas. From 2021 to 2023, a recruitment engine that drew the talent to bring an autonomous future to the road. From 2024 onward, a consumer awareness and market-launch strategy built to make Zoox the name people choose to ride.
