F1 TEAM // SOCIAL MEDIA CAMPAIGN MANAGEMENT

[Client: Sahara Force India F1 Team, now Aston Martin Racing]

As part of my role at an agency, I headed up a campaign for Sahara Force India F1 Team (now Aston Martin Racing) to promote fan engagement on social media. The aim was to build a better community off-track, in turn improving community on-track.

For the campaign, we put a pink F1 car in the middle of Covent Garden, asked fans to take a selfie and tag us on social media using our hashtags to enter into a giveaway. I was in charge of organic and paid social, which started before the day to get people to come down on the day. And during the event, to encourage fans to enter the giveaway. 

The main challenge was that F1 fans are loyal to their favourite team, so navigating negativity from fans of other teams whilst trying to encourage community with those who are genuine fans, was tricky. 

I overcame this by creating engaging content that all F1 fans would want to get involved with. And chatting to fans in an informal tone of voice to improve perception of Force India, despite who their favourite team was.

Consistent engagement rate of 5% over the course of the campaign (which is high as they had 1M+ followers at the time) 

+ 8,000 followers

+ 934% impressions

Over 100 entries to the prize giveaway