Influencers x FE 2024

For Formula E’s return to Shanghai, we executed a highly successful influencer marketing campaign, focusing on a strategic mix of operated channel content and influencer collaborations to maximise engagement and visibility. 

Our primary objective was to raise awareness within the target demographic, leveraging the popularity of key influencers on Douyin and the lifestyle platform Red.

We partnered with top Douyin influencers from the automotive, lifestyle, and sports sectors, creating content that resonated deeply with their followers. This strategic collaboration resulted in a significant impact, with the Douyin campaign achieving an impressive 26m views and 433,000 interactions during race week. One standout video alone reached 9m views, setting a new record for Formula E’s Douyin account.

To further amplify the event’s reach, we enlisted mid-tier bloggers from the lifestyle platform Red, whose content resonated particularly well with both young audiences and families. Their contributions helped broaden the campaign’s appeal, ensuring that Formula E’s presence was felt across multiple demographics.

The combined efforts of operated channel content and influencer marketing not only raised awareness but also significantly enhanced engagement, making this campaign a standout success in promoting Formula E’s Shanghai race to a wide and diverse audience in China.