LOS ANGELES — London-based digital and social specialist Coolr is expanding to the US, following its appointment as Lyft’s brand marketing social agency of record after a competitive pitch.

Lyft, one of the largest transportation networks in the US and Canada, covering rideshare, bikes, scooters, car rentals, transit and vehicle services in one app, will be the founding client for Coolr's US office in Los Angeles.

The agency’s remit covers social media activities across Lyft’s TikTok, Instagram and Twitter accounts. Coolr will be working with the in-house team to ramp up the brand’s social media approach, including content and influencer work, as well as an increased focus on TikTok, where Lyft was the first rideshare brand to launch on the platform in early 2021.

Coolr is currently hiring several roles across the West Coast, and will soon be announcing the US leadership team. CEO Adam Clyne, who founded the agency in 2017, said: “We are really thrilled to be officially launching into America and even more so to have Lyft as our founding client. Our teams share a passion for creativity, social media culture and purpose driven campaigns and together we will produce some incredible work.

“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. We have exciting plans for the US and are actively speaking with some incredible talent about coming on board.”

Lyft’s director of brand, social and influencers Bryna Corcoran said: “Coolr delivers a completely fresh and unique perspective on the social landscape, and we share the belief that organic social brand and community building can truly have an outsized impact on reaching and engaging our key audiences. We can't wait to partner with them to take Lyft’s brand social to the next level.”

Coolr’s clients include Burger King – for which it has been social AOR in the UK for more than four years – Pepsico, Samsung, Vodafone, Deliveroo, Pernod Ricard, Heineken, Twinings Tea. The agency recently led the high profile social media and digital program for the Queen’s Platinum Jubilee Pageant.