The times they are A-Changin'
The challenge
When Uber entered Saudi Arabia in 2016, inluencer marketing had not yet proven itself as an effective communication channel. At the time, the brand in Silicon Valley relied heavily on A-list celebrities to build relatability with consumers, but we quickly identified that this approach would not resonate locally.
Instead, we needed a structured, long-term roadmap to engage diverse audiences, align with shifting societal dynamics, and efficiently achieve multiple marketing objectives within a fast-changing national context shaped by Vision 2030 and major social reforms such as women gaining the right to drive. Navigating these conversations early on was delicate, as adopting a bold brand voice carried the risk of backlash from certain segments of the population.
Our strategy & work
A three-tier creator-led strategy was designed across hero campaigns, tactical hub content, and always-on hygiene content, mapping different creator tiers across these content buckets.
Hero campaigns saw creators mirror and amplify major campaign messaging to drive awareness and shape perception, while hub content focused on tactical, brand-centric storytelling. Hygiene content ensured an always-on presence, supported by bespoke tools and formats that kept this steady stream engaging rather than fading into background noise.
We leveraged Uber’s global brand equity to influence local behavior, adapting the brand voice to reflect the voice of the people. This came to life through creator-led content built around key societal pillars: modernity, women’s empowerment, employment, and entertainment.
Our content tackled sensitive social themes and cultural conversations. One major focus was encouraging locals to consider driving with Uber in a society that is traditionally status-conscious and often favors employing low-paid migrant workers for these roles.
We partnered with influencers on a long-term basis, reducing costs while increasing credibility and building a symbiotic model in which creators produced authentic, relevant content that served both their audiences and the brand’s objectives.
To scale this approach, we syndicated the ongoing stories of more than 140 creators around themes of modernity, women’s empowerment, freedom to move, and employment -while directly addressing cultural barriers such as perceptions of driving as low-status work and the reliance on expat drivers to provide women with mobility.
In parallel, we deployed paid amplification on creator accounts to retarget custom brand audiences, including key government stakeholders.
The results
Uber evolved into a culturally relevant force at the center of Saudi conversations on progress, empowerment, and employment, delivering the strongest ROI through repeated creator relationships, as per YouGov.
" Uber became a key driver for Saudi Arabian employment."
Our efforts contributed to employing more than 140,000 Saudi nationals as partner drivers, helping shift social perceptions. In a society that is status-conscious, our content was able to break down barriers and empower both men to take on jobs as drivers and women to use the service independently.
It also supported Vision 2030 objectives, ultimately driving government confidence and investment in the company.
Durable influencer partnerships further amplified reach, credibility, and long-term brand impact.
