Create a 700+ strong family of partners within the Lyft community

Lyft wanted to be seen as a valued community leader and, on the agency's account, needed to reset a strained brand narrative and lift sentiment. Rideshare brands are judged on how they treat communities and workers, not just on the product, so paid advertising alone is a weak tool for sentiment repair. Obviously worked from the view that sentiment shifts slowly, meaning a standing community of creators tied to Lyft's real philanthropic and cultural programs would be more credible than one-off sponsored posts.

Obviously built and managed a 700-plus family of influencer partners inside the Lyft community, activating them over a multi-year partnership around moments that matched the brand's values, promotions and services. Named activations included the #LyftUp program, the Lyft Job Access Program, the Lyft x Citibike partnership and the South Beach Food & Wine Festival, anchoring creator content in concrete initiatives rather than generic brand messaging.

Anchoring content in real programs gave a sentiment-repair brief substance, and activating the same pool around recurring moments turned influencer marketing into an always-on channel. Platforms are not disclosed in the source. Obviously reports over 19.4 million impressions, 83% positive sentiment, a 3.2% average engagement rate and a 143% return on investment; every claim comes from the agency's own page, the influencer count is stated inconsistently (733 in the copy, 773 in the stat block), and the sentiment and ROI figures carry no methodology.