Submitted by SociataAgency IPI Score 27/100

The times they are a-changin'

Influencer Marketing

Sociata ran a two year, 140 creator programme for Uber in Saudi Arabia, reporting 140,000+ driver onboardings and a shift in how the work was seen.

140,000+Saudi drivers onboarded
103Mviews
7.2Mengagements
6.99%engagement rate
140+creators activated
2 yearsprogramme duration

Case in 60 seconds

Uber needed Saudi drivers at national scale, in a market where how the work was seen was itself the barrier to recruitment.

Perception of a job does not move in a burst. It changes when people see the work done repeatedly and normally by voices they already follow.

Run a two year creator programme rather than a campaign, and judge it on drivers signed up rather than sentiment tracking.

More than 140 creators were activated across two years in Saudi Arabia.

The agency reports 140,000+ Saudi drivers onboarded, 103M views, 7.2M engagements and a 6.99% engagement rate. No attribution method links the onboardings to the creator programme.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Saudi nationals who could consider driving for Uber, and the wider public whose view of the work shaped whether they would.
Driving for a ride hailing platform carried a perception problem as a form of work, which recruitment marketing alone could not solve.
Ride hailing supply depends on continuous driver recruitment, so a one off campaign moment cannot hold the number up.
Uber positioned the work as a legitimate and changing form of employment rather than a stopgap.
Based on the available evidence, repeated ordinary exposure over two years was treated as the mechanism, on the basis that normalisation needs duration rather than reach in a single burst.

Creative & Execution System

Assets & channels

  • Creator content, platforms not disclosed

Partners

  • Sociata

Participation mechanic

  • Not disclosed

Creator role

  • Not disclosed

Results & Evidence

MetricValueResult type
Saudi drivers onboarded140,000+business
Views103Mreach
Engagements7.2Mengagement
Engagement rate6.99%engagement
Creators activated140+scale
Programme duration2 yearscontext

Why Sociata's strategy worked

  1. 1

    Running for two years rather than a burst matches the actual mechanism, since how a job is seen changes through repeated ordinary exposure.

  2. 2

    A roster of more than 140 creators puts scale into the number of voices, which matters more than impression volume when the goal is normalisation.

  3. 3

    Holding the programme to driver sign ups rather than sentiment tracking is the harder standard, and it kept the work tied to a business number.

  4. 4

    Treating recruitment as a perception problem first, rather than a media weight problem, is what justified the programme structure.

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