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GIVING THE MOST POWERFUL SPORT ON THE WATER THE SOCIAL MEDIA PRESENCE IT DESERVES
THE CHALLENGE
Class 1, the pinnacle class in the World Powerboat Championships, approached AND THE NEW with the ambition to build significant momentum for the series ahead of the launch of a revamped international series. The mission was to reposition Class 1 as the premier class within the sport, provide fans with unprecedented access, and cultivate a devoted and engaged following ready to propel the sport to unprecedented heights.
THE STRATEGY
Our approach was to transform a traditionally broadcast-centric sport into a social-first strategy with storytelling at its core. To elevate the series, we aimed to enhance the consistency and quality of content. We focused on narratives of competition, drama, and personality. Our tram on race weekends prioritized capturing both real-time content and content that could be repurposed and utilized in the off-season to sustain engagement. Our strategy was executed with meticulous content planning, exceptional work by our Content Production Studio and Social Media team, and on-the-ground content capture at race weekends across the United States. Class 1 represented the ideal client for us – ambitious, with an amazing product, and a desire to amplify their marketing and content output to drive commercial growth.
THE RESULTS
Our strategy yielded impressive results. We saw a 3,544% increase in accounts reached across Instagram and over 7.8 million views on TikTok through organic content alone. Total followers across Instagram increased by 182% with TikTok rising from 0 to 35,000 new followers within two months. This case study demonstrates the power of a well-executed social media strategy in driving engagement and growing a loyal fan base which can then be further commercialised.
Organic views on TikTok
7.8M+
Accounts reached on Instagram
3,544%
TikTok followers (from zero!)
35K+
Interactions across Instagram Reels
2,141%
OUR TROPHY CABINET
