Sometimes the best marketing strategy is nothing at all

Over the weekend we saw Max Verstappen get his 19th win of the 2023 F1 season, led over 1000 laps, smash several records, etc.

However, a standout part of the weekend was a moment shared between Haas driver Kevin Magnussen and his daughter. Caught on camera before qualifying, we saw Magnussen’s daughter helping him put on his gloves and close his visor before hopping in the car. Although not a standout weekend on track for Magnussen, this moment has been: 

Viewed over 12 million times across X, Instagram, and TikTok 

Almost 1 million engagements across all platforms 

(Image: Formula 1 on X)

The only other post to gain over 3 million views on the F1 main account was Yuki Tsunoda’s driver of the day.

However, in this instance, engagement isn’t everything. This clip generated thousands of comments and discussions across several platforms but did not stand out in engagement given it was linked across 3 accounts.

Some of Haas's fanbase does not reflect the fanbase you’ll see talked about. Many Haas fans are:

Gen X 

Male 

American 

NASCAR Fans 

Recently, I met some people while tailgating a football game and they checked all of these boxes. When one of them mentioned Haas, I assumed they meant NASCAR, because that's the racing that's popular where I live.

I. was. wrong.

These Gen X American men watch F1 because they enjoy racing. They came to the sport the same way most American fans I’ve met have, Drive to Survive. Their favorite team is Haas because, and I quote:

“They’re an American team and their drivers are more like me. Grown men with kids working hard for their job, if only my job was that cool.”

These demographics can often be overlooked in marketing and in the discussions about F1 on this platform. Many people, myself included, focus on the younger female audience that has risen with F1. However, they aren’t the only fans on the rise, they’re just more active on social media.

These men I spoke to and their friends who also watch F1 and Haas said they don’t like posts on social media or comment much, they just like scrolling and seeing the content. I can’t imagine not liking everything I see on my feed, someone worked hard on that post, they deserve a like!

However, not every fans demographic works this way.

Sometimes, the best marketing strategy is nothing at all. Likes alone aren’t reflective of your fanbase and their loyalty, it also comes from views, shares, comments, and word of mouth that your team may never be able to measure.

Engagement is good at reflecting a general trend, but marketing goes so far beyond that. There is no strategy to create this moment it just happened. Something that their fanbase, who aren't always engaging on social media, LOVE. 

Thousands of people were talking about this moment, and it's authenticity, relatability, all provides the connection that you can't strategize or pay for in marketing. Sometimes, you just have to let the moments happen. 

Originally posted on LinkedIn in December 2023.