Revving Up Social Media Engagement for Formula E
About The Customer
The customer in this case study is Formula E, a motorsport franchise that represents the future of the sport. In its first three seasons, Formula E had built a strong audience base but was looking to expand its reach to more people in more markets around the world. The franchise is positioned as progressive and exhilarating, doing things differently from other motorsports. Formula E wanted a marketing strategy that would appeal not only to the traditional, older motorsport fan but also to different audience interest groups.
The Challenge
Formula E, a progressive and exhilarating racing franchise, had built a strong audience base in its first three seasons. However, the franchise wanted to expand its reach and attract more people from different markets around the world. The challenge was to develop a marketing strategy that would not only appeal to the traditional, older motorsport fan but also tap into the interest groups of different audiences. The goal was to position Formula E as a unique and exciting motorsport that does things differently from other franchises. The strategy also needed to shift from focusing solely on race days to building excitement before and after the race.
The Solution
An always-on social media strategy was developed to meet these challenges. This strategy went beyond the traditional motorsport fan and tapped into the interest groups of different audiences. The content plan included a blend of repeatable formats and hero content that targeted and retargeted different audience groups. The strategy also shifted the focus from just race days to building excitement in the run-up to and after the race. The content was optimized on an ongoing basis to ensure it remained relevant and engaging. The hero content was particularly effective in attracting new fans, who were significantly more likely to like the Formula E page after viewing it.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
