Revving Up Social Media Engagement for Formula E

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 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.

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.

• The always-on social media strategy resulted in a significant increase in engagement and fan base for Formula E. The content plan, which included a blend of repeatable formats and hero content, successfully targeted and retargeted different audience groups. The shift in focus from just race days to building excitement before and after the race also contributed to the increased engagement. The hero content was particularly effective, with new fans significantly more likely to like the Formula E page after viewing it. This strategy not only expanded Formula E's reach but also positioned it as a unique and exciting motorsport franchise.

• 94% more shares than the average piece of content produced by Formula E
• 900% cheaper to convert new fans with hero content
• 68% increase in fans and followers on last season