Margery Lynn, Head of Social & Content Marketing in APAC for ride-hailing behemoth Uber, is the first to acknowledge that the company's marketing hasn't been without some "epic fails" in Asia.

But as the company evolves toward content marketing driven by brand purpose, it's choosing to learn from its mistakes.

One of these famous fails happened in Malaysia last year, when Uber partnered with Starbucks to bring frappuccinos directly to users' doorsteps in six Malaysian cities for one day only.

Demand soon outstripped supply, and Malaysian users had a field day ranting about the company on social media, from tweets that mocked the poor execution to comments displaying disappointment and anger. Rubbing salt in the wound is the fact that Malaysia is one of the core markets for Uber's primary competitor in South East Asia's ride-hailing space, Grab.