Using Influencers To Engage Formula E’s Younger Audience

The challenge:

Design and manage an influencer marketing campaign to drive Formula E’s brand awareness with a new younger audience and drive them to tune into live races.


Our solution:

With a mix of mega, macro and micro-influencers, we created engaging content with a diverse range of influencers whose audiences were interested in motorsport in multiple key geographic territories. The content was designed to educate, entertain and inform new audiences about the sport, with a distinctly different tone of voice from Formula E’s main channels, tapping into pop culture trends and finding ways to relate Formula E to this younger audience’s other interests. The campaign delivered 71 million views and 222,000 engagements, over-delivering against the target KPIs.