The Brief:
Support digital and social strategy for Formula E during a critical growth season. Help position the championship as modern, accessible, and culturally relevant to both traditional broadcast and digital audiences.
My Role:
Digital & Social Media Consultant (Audience Growth)
Challenge:
Formula E was the "challenger brand" in motorsport. We needed to attract younger, digitally-native audiences, make electric racing feel exciting (not just "eco-friendly"), and drive broadcast viewership through digital engagement—without the 70-year heritage of F1.
+147% video views. +35% TV audience. The world's fastest-growing motorsport.
Formula e
Digital & social media strategy, audience growth
Formula E, Two Circles, Sporting Republic
scope of work
team
+147% video views - Short-form video drove massive reach
+35% TV audience growth - Digital content converted to broadcast viewership
+20% social following growth - Built sustainable, engaged audience
+23% overall fanbase growth - New fans, not just existing motorsport diehards
The Results
Strategic Highlights
Rather than treating digital as a broadcast afterthought, we made digital content drive broadcast interest. Short-form video became the growth engine.
Driver-Led Content
Motorsport fans care about drivers. We gave them access, personality, and behind-the-scenes moments that traditional broadcasters couldn't.
Cultural Relevance
We couldn't compete with F1's history, so we didn't try. Instead, we positioned Formula E as forward-thinking, tech-savvy, and culturally engaged.
Platform-Specific Strategy
What worked on TikTok wasn't what worked on YouTube. We built content strategies for each platform, not one-size-fits-all.
Let's chat
I work with major sporting events, federations, and rightsholders who need strategic thinking—not just social media management. Whether you're launching a new property, revitalizing an existing event, or maximizing digital ROI, let's talk.
Ready to discuss your event?