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LAUNCHING A NEW ARM OF MERCEDES-AMG PETRONAS F1 TEAM & BECOMING THE MOST ENGAGED TEAM ON SOCIAL
THE CHALLENGE
The Mercedes-AMG Petronas Esports team, part of the Mercedes-AMG Petronas Formula One Team family, have been formidable competitors in F1 Esports since 2017. Despite multiple World Championships, they had not directly concentrated on marketing, content development, or social media growth for the team. By the end of 2022 with little social presence, no owned community, and minimal partnership activation, they turned to AND THE NEW to transform this team into a content powerhouse with a highly engaged community.



THE STRATEGY
From the get-go, we needed to build a comprehensive content strategy that considered the short, medium, and long-term goals.
In the short-term, our strategy was geared towards captivating the sim racing community and racing to become the most engaged F1 Esports team on the grid across social channels. Beyond this, our longer-term focus was to engage a new, younger, "gaming and YouTube" audience to the team, thereby introducing a new fan demographic to the wider Mercedes-AMG family.
To achieve this, we focused on creating content at every opportunity across the F1 Esports season, the ESL R1 season, and beyond the track. With a strong emphasis on short-form vertical content, the team's engagement on social channels skyrocketed.
THE RESULTS
Through our guidance, content creation, and social media management, the Mercedes-AMG Petronas Esports team rapidly became the most engaged team on social media channels, the most followed F1 Esports team TikTok account, and climbed to well over 100,000 organic Instagram followers in a matter of months. Our TikTok channel continued to achieve an average engagement rate of over 12% and our produced content had been awarded “Best Esports and Gaming Video” at the 2023 Viddy Awards.
Instagram followers
100,000
From an entirely organic content strategy
TikTok followers
52,000
From an entirely organic content strategy
Average Eng Rate
12%
On all TikTok content.
Awards
1
“Best Esports and Gaming Content” at the 2023 Viddy Awards