There’s more than one race in the world Formula 1, one that every team wants to win: social media. The direct contact offered to the motorsport fanbase means it’s increasingly important to sponsors when a team can support its commercial messaging. In short, successful social channels help attract sponsorship dollars.
In 2018, the Alfa Romeo Sauber F1 Team retained Crunch to look after the team’s Instagram, Twitter and Facebook accounts, along with the creation of content to be featured on these channels. The aim of the partnership was to further increase the team’s visibility amongst the F1 community and beyond.
Crunch carried out analysis of Sauber-owned channels and content, benchmarking against competitor output to form insights and learnings that could be applied to the team’s channels. The result was a research-informed social media strategy that yielded the largest increase in followers that the accounts had experienced.
Across race weekends, Twitter, Facebook and Instagram were used to facilitate the live posting of race-specific visuals and updates, providing a constant stream of information to their racing audience.
Widely lauded and entertaining collaborations with the team’s drivers, Charles Leclerc and Marcus Ericsson, also brought a more human feel to the channels.
Our social media specialists maximised race attendance and the assets provided by the team to create unique content that achieved increased organic growth. These engaging posts were supported by a carefully thought-out paid strategy to maximise the reach and engagement across all managed platforms.