Team BRIT are a professional motorsport team consisting of disabled drivers. Their objectives are to increase reach and engagement in order to attract sponsors and increase the value of their sponsorship proposition. I undertook a complete strategy review and implemented a revised content plan and engagement structure.
Facebook and Twitter were the 2 main platforms to focus on. They were posting regularly but needed improvement in optimum levels. Content was the biggest focus for me – they have such compelling, personal stories from all of the drivers and there wasn’t enough content bringing them to life. Much of the content was news and factual, as opposed to personal and emotional. They are a front page news story as opposed to a sports page news!
This new plan included the development of new content to focus on the drivers and their background stories, advocacy across all platforms from the team, video of races and events. I also ran a campaign with disability charity to find rookie drivers and a campaign to raise funding for Izzy Weall to learn to drive (she is a 14 year old quadruple amputee who is a You Tube star!) .
Engagement also needed to be increased – they have a story which people naturally wanted to respond to, as well as reaching out to other disabled sports people. I ensured there was a solid structure for daily engagement and identifying suitable influencers and potential sponsors.
Content strategy included:
- Kit giveaways and competitions
- Driver profiles
- Live event posting and streaming
- Encourage fans to share race pictures
- Increase in video footage of past events
- Facts about disability sports and its participants
- Behind the scenes photos and videos of the team
- Facts about their technology used in the cars
In the first 3 months I;
- Increased reach by 798%
- Increased page fans by 3000
- Achieved an engagement rate of 13%
- Filmed the launch event of their Aston Martin featuring Damon Hill OBE.
- Managed to achieve a reach of nearly 70K on a post for the “Get Izzy Racing” Campaign in one single Facebook post (at the time there were 11K page followers).