TECHEETAH is a Chinese Formula E team that was founded in 2016, the only private team in the electric racing series. With very little promotion of the series in China coming from the rights holder, they were relatively unknown in the country. The team wanted to raise their brand awareness and become the number one team for fans on Chinese social media.
In order to achieve this, we combined our global knowledge of the Formula E series, our experience of chinese social media operations and our in-depth understanding of what Chinese sports fans want to create an integrated social media strategy.
Working closely with the TECHEETAH race team in the UK and the TECHEETAH marketing team in Shanghai, we developed a content plan that would appeal to known ‘online tribes’, a paid media and incentive campaign, and an influencer strategy to roll out across Weibo and WeChat. The content plan spanned all mediums, delivering organic and paid media placements, influencer endorsements and weekly competitions to increase followers and engagement.
As championship leaders we even added a ‘Follow me’ QR code to the racecar livery to inject some humour in to the campaign and attract fans of the live broadcast to follow our Weibo channel.
In just four months, over 450 posts were published at an average of 30 per week, creating 12 million impressions and achieving a reach of 6.2 million. On Weibo, TECHEETAH's fan following increased by 565% and on Wechat there was a 61% growth in their online fanbase.