Uber x Mykonos
Submitted by 22 IMPACT

Uber One Members Day Mykonos Creator Trip

Influencer Marketing

22 IMPACT cast creators for a 48-hour Uber One Members Day launch trip to Mykonos for Uber UK, and reports 4.2M combined social reach from their content.

4.2MCombined Social Reach

About the campaign

Uber UK launched Uber One Members Day with a creator trip to Mykonos cast by 22 IMPACT, which recorded 4.2M combined social reach. Uber UK briefed the agency to cast and source talent for a 48-hour immersive experience on the Greek island. The brief called for organic creator content in place of scripted deliverables.

The agency recruited a lineup to a specific brief that included Lissy Roddy and Dami Hope. The trip ran across private dinners, catamaran excursions, sunset venues and coastal locations throughout the island. Creators documented the experience on Instagram and TikTok as guests first, not as talent on a job. Uber One Members House branding appeared throughout, while the agency handled contracts, usage rights, transport and post-campaign analysis.

The agency reports 4.2M combined social reach across talent content, stories and reels tied to the campaign. Uber UK responded strongly to the results and the content, according to the agency.

Case in 60 seconds

Uber UK needed a launch for Uber One Members Day that felt earned and not staged, so the work had to show how the membership truly is instead of describing it in scripted posts.

Followers give more weight to a creator filming a trip as a guest than to one working through a brief, because staged content looks like a job while lived experience shows what membership offers.

A 48-hour immersive trip to Mykonos served as the launch itself, so organic creator content became the campaign and no list of scripted deliverables stood between the creators and their audiences.

22 IMPACT cast a lineup including Lissy Roddy and Dami Hope, who documented private dinners, catamaran excursions, sunset venues and coastal locations on Instagram and TikTok, with Uber One Members House branding throughout.

22 IMPACT reports 4.2M combined social reach across talent content, stories and reels tied to Uber One Members Day, and states that Uber UK responded strongly to the results and content.

Strategy Breakdown

Uber UK acted as host of the trip, with Uber One Members House branding present throughout, so the brand framed the setting while the creators supplied the voice.
Creators who document an experience as guests film it the way a member would live it, which makes the membership visible because the content shows it in use.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • 22 IMPACT

Creator role

  • Lissy Roddy
  • Dami Hope

Results & Evidence

MetricValue
Combined Social Reach4.2M combined social reach

Why 22 IMPACT's strategy worked

  1. 1

    Treating creators as guests first gives them room to film what they actually enjoy on a trip, so a branded experience yields organic content that carries the brand without a scripted deliverable list.

  2. 2

    Placing Uber One Members House branding throughout the venues lets the brand appear in content without written mentions, because the setting carries the name while creators film as guests.

Related Case studies