Sky VIP, in collaboration with 20Ten and Cohort, launched an engaging campaign to promote their new VIP lounges in London, Birmingham, Leeds, and Belfast. The campaign aimed to make the exclusivity of Sky VIP lounges feel attainable to everyday people by highlighting the unique experiences these lounges offer and driving app downloads and sign-ups for the Sky VIP programme.

Using 12 UGC creators from Cohort’s network, the campaign focused on Instagram reels and stories. Creators produced captivating content showcasing the premium experiences of Sky VIP lounges, making them feel accessible and desirable. The campaign achieved over 2 million impressions, a 17% play-through rate, and a cost-per-mille (CPM) of £3.5. Additionally, the 3-second view-through rate was 31%, with a cost per view (CPV) of just £0.01. This case study highlights the power of UGC and targeted digital marketing in creating impactful and cost-effective brand engagement.