Formula E

Brand:
Formula E

Results:
32,000,000 + organic views

Overview:
We built a YouTube system that helped Formula E reach core motorsport fans whilst bringing in a new wider audience too.

Details:

Formula E came to Owen Creative because they wanted content that could reach their core fans and also break out of the motorsport bubble and reach a much wider audience on YouTube.

Rather than treating YouTube like a TV or ad platform, we designed videos specifically for how YouTube actually works; focusing on strong ideas, curiosity-driven titles and thumbnails, and storytelling that keeps people watching.

We worked across different formats, including creator-led videos and culturally relevant stories that could appeal to people who don’t normally watch racing.

Results:
The content series over 32 million views across YouTube.

One video alone reached 11 million views.

The very first video hit 1.7 million views in 30 days and brought in 10,000 new subscribers.

What this proves:

‍When a major brand builds content with a true YouTube-first strategy, it can dramatically expand its audience without paid ads. This project shows that the right combination of strategy, creativity, and platform knowledge can turn a motorsport brand into mainstream entertainment on YouTube.