Test-driving our influencer marketing strategy at Autosport International
The annual Autosport International show is the largest of its kind in the UK. Held at the NEC Birmingham since 1991, Autosport International celebrates everything from grass routes karting, right through to Formula one. It’s a vital pre-season opportunity, which allows media partners to stay ahead of the grid. For this reason, Momentum Social attended the dedicated trade days as an accredited media partner, taking the opportunity to test-run some influencer marketing activities.
The importance of influencer marketing
A recent announcement by Facebook in Forbes magazine set the tone for digital marketing in 2018. Algorithm changes have consistently been a menace to those who don’t fully understand them. However, Momentum realise the advantages of leveraging influencers to deliver branded content. In 2017, the Facebook algorithm stopped showing content in chronological order and instead began showing the audience the ‘most interesting’ posts first. Now, in 2018, new changes will further this development, prioritising content from individuals (influencers) over brands.
Momentum Social at Autosport International
As social media and motorsport specialists, Momentum know the importance of being in pole position. After securing media accreditation for #ASI18 it was Momentum’s job to generate exposure and positive engagement, during and after the event. In order to engage new audiences, Momentum utilised their established network of influencers. Employing the expertise of motorsport blogger Life in Pole Position (LIPP) and men’s lifestyle influencer The Debonair.
Living life in the fast lane
The lifestyle surrounding motorsport has long-attracted brands and influential people. Formula one do an outstanding job of promoting it, however the concept is still in its infancy for many of the other series’. So as influencer marketing grows, so do the opportunities for Momentum motorsport clients. During the show, live Instagram stories by The Debonair achieved over 10,000 impressions in a single day, while Life in Pole Position achieved a further 6,800 in live Instagram stories and 57,380 from posts. Posts and live stories we’re also delivered to Momentum Social’s 2,500 followers to complete triple-headed media coverage.
Personal highlights included the ability to get up-close with Ferrari’s formula one machine, as well as many other models. The show itself was bursting with high-octane excitement and the smell of motor oil in the air got our engines revving ahead of the 2018 season!
The future of digital marketing
75% of customers trust content from individuals over brands – Hubspot.com.
The statistics and algorithm changes combined, create a powerful proposition for utilising influencers as part of digital marketing strategy. Momentum Social are experts at developing social media strategy and optimising campaigns through the use of influencers. Most importantly, we work direct, so no need for third party PR agencies and extra management costs. Talk to us today about how to optimise your digital marketing strategy.
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