Submitted by 22 IMPACT

Musero Kip & Nook Staycation with Tay Moses

Influencer Marketing

22 IMPACT cast and managed Tay Moses for a Musero staycation built around the brand's Darlington car meet, reporting over 90K impressions from his content alone.

90KImpressions (Talent)
80KCombined Social Reach

Case in 60 seconds

Musero's annual car meet at Kip & Nook, Pinkey Carr Farm, in Darlington needed talent to carry it onto social channels, so 22 IMPACT was tasked with casting, contracting and managing a creator for the staycation.

The page frames the fit as one of format rather than reach, because a car meet, dirt bike riding, a padel tournament and cooking suited a creator whose work is active, social and grounded rather than staged.

22 IMPACT placed Tay Moses at the centre of a Musero staycation rather than briefing a single post, so the brand's own car meet became the setting for a stay he took part in and documented.

Tay Moses joined a car meet, dirt bike riding, a padel tournament and cooking in Darlington, with content running across his Instagram and TikTok alongside Musero's own channels, while 22 IMPACT handled logistics, financing, approvals and reporting.

22 IMPACT reports over 90,000 impressions from Tay Moses's side alone, and its results block prints 80K combined social reach across talent content, stories and reels tied to the Musero staycation.

Strategy Breakdown

Musero acts as host rather than sponsor, because the staycation was built around the brand's annual car meet, so the creator content sits inside an event the brand already runs.
The page reads the casting as a question of format, because a creator working in a setting that is active, social and grounded rather than staged is expected to produce content that matches how he already works.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • 22 IMPACT

Creator role

  • Tay Moses

Results & Evidence

MetricValue
Impressions (Talent)over 90K impressions
Combined Social Reach80K combined social reach

Why 22 IMPACT's strategy worked

  1. 1

    Matching the activity mix to how a creator already works gives him room to produce content that stays grounded rather than staged, which is how the page describes the format chosen for Tay Moses.

  2. 2

    A repeat booking carries a fit that a first partnership has to build, because the manager quoted on the page notes that Tay had worked with Musero before and that the fit was still there.

  3. 3

    An agency that holds confirmation, logistics, financing, approvals and reporting in one place lets the talent spend a staycation inside the activity rather than managing it, which is the division of labour the page describes.

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