STCC or Scandinavian Touring Car Championship is the most prestigious Scandinavian racing series. Started in 1996, the series attracts around 50.000 spectators each season.

After a few tough financial years, at the beginning of 2019, the company behind STCC filed for bankruptcy. The season continued, under temporary management.

By the end of 2019, the STCC brand was reactivated under new management with a good plan on how to continue in 2020. An important role in this plan was played by social media. The goal was to attract an engaged audience and create interest for the championship via social media.

The first step was for us to come up with an effective social media strategy. Considering STCC’s goals, objectives, and target group, Facebook was prioritized as the main social media platform.

Youtube and Instagram were prioritized as secondary platforms. The second step was to create a custom social media program to meet STCC’s needs and budget. The third step was to use social media analytics and reports for future planning and strategy adjustments.

After 6 months campaign period:

• 5.100 followers gained
• 400.000 people reached
• 160.000 video views
• 52.000 minutes of video viewed