TEAM BRADY E1
LAUNCHING & GROWING A NEW SPORTS TEAM
Launching and managing the social media channels for Tom Brady's E1 racing team in its first ever competitive season.
THE BRIEF
Ahead of the first ever E1 World Championship, AND THE NEW were approached by Team Brady, the team fronted by NFL legend Tom Brady, to create and run their social channels, with the aim of building an organic following and strong engagement rate as quickly as possible.
We started to build a core story for Team Brady, one focused predominantly on Brady’s famous competitive mentality, but also his humble and approachable nature.
We launched the team channels to the world and grew week-on-week over the course of the season with on-the-ground content capture at each race focusing on the relationship between the two pilots, the mentality of being a champion that Tom brings, and showcasing behind the scenes of the first ever E1 season.
As a result, we quickly raced to become the most engaged E1 team across Instagram and TikTok, surpassing 25,000 followers across platforms after just five races, and facilitated a new content sponsorship with GoPuff.
RESULTS
16,000 NEW FOLLOWERS
16,000 new IG followers within first three months (starting from zero).
3M+ ORGANIC VIEWS
3M+ organic social media views during the Venice GP race weekend alone.
37+ PRESS COVERAGE
37+ global press coverage for our "Tom Brady ball throw" concept activation.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
