Fur-rari

The Scuderia super team is set to see skyrocketing social traction next year.

It’s not all about Hamilton and Leclerc though. Their furry friends – Leo the Miniature Dachshund and Roscoe the Bulldog – are more than ready for their time in the social media spotlight. Both dogs are treated like royalty in the Paddock and have unintentionally become Ferrari’s best PR move.

F1’s post featuring the pooches at Silverstone secured over 1.2 million likes. Considering usual content (aside from announcements and results graphics) typically garner less than half of this, it’s impressive.

It's no secret that puppies = engagement. But why? The obvious answer is the ‘cute factor’, but actually, it’s more than just visual.  

Humans have a physiological reaction to adorable creatures. Activating brain networks associated with pleasure, empathy and compassion, dogs help to facilitate well-being and social relationships.

Including pups on social channels means you’re creating a bond between brand and audience. Known as ‘man’s best friend’ for a reason, they embody loyalty and companionship – traits that F1 teams want to portray themselves.

In short, by featuring Leo and Roscoe online, Ferrari becomes instantly more likeable. It’s a win-win. Ferrari achieves social growth, and we enjoy lots of canine content.

(We also love Pierre Gasly’s Simba, too!)