MUBADALA BRAZIL SAILGP
DOUBLING FOLLOWER GROWTH FOR A NEW SAILGP TEAM
Driving growth for the Mubadala Brazil SailGP Team as they look to become the pride of Brazil in one of the fastest growing championships.
THE BRIEF
Building an international fanbase takes more than reach. It takes the right content, the right targeting and a strategy built around growth, not just impressions.
For the Mubadala Brazil SailGP, entering only their second season in the SailGP series and a first-ever GP race in Rio de Janeiro, growth and awareness was paramount.
Across the first phase of the 2026 season, the goal was clear: grow the team’s audience across social platforms, build stronger visibility around key race moments, and convert attention into a larger long-term fanbase. AND THE NEW was brought in to make that happen.
Our approach combined interest-based audience targeting, organic seeding and platform-native creative. Rather than treating social as a pure paid media exercise, we built the campaign around the idea that growth comes from content performance first. Paid amplification was used to scale strong creative, not rescue weak creative. That meant matching assets to specific audiences, understanding the role of each platform, and building campaigns that felt relevant to the user rather than generic to the brand.
Through a combination of organic content distribution and seeding, an obsessive focus on storytelling, and amplifying our content to the right audience, we doubled the team's audience in less than three months.
RESULTS
200% ABOVE TARGET KPIs
Adding 22,500 new followers to the team's channels across Instagram and Facebook in less than three months.
6M CONTENT VIEWS
With a targeted audience specifically interested and passionate about sailing, Brazilian sports, and national pride.
53% SPEND EFFICIENCY
Through our combination of organic seeding and paid amplification, we achieved double the results with half the budget.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
