A content strategy campaign for Harry Fry Racing that used educational pieces and behind-the-scenes content. This led to a 37% growth in Instagram followers and 22% growth in TikTok followers in 2023.
In order to implement a successful content strategy, the core values of the Harry Fry Racing brand needed to be reflected. To achieve this, it was important to develop a progressive, engaging, and educational content stream, offering unique behind-the-scenes access that resonated with followers and showcased the critical elements of the operation.
This approach helped to build trust and transparency, strengthening the sport's integrity by giving fans and stakeholders a deeper connection to the behind-the-scenes efforts that shape the experience.
The impact of this strategy was evident in the substantial growth across key digital platforms. In 2023, the Instagram channels experienced a 37% increase in followers, while TikTok saw a 22% rise. These figures reflect the successful alignment of content with the interests of our audience and the growing demand for authentic, story-driven experiences.
The success of the campaign was recognised in the horseracing industry, where it was described as a ‘well-executed digital marketing campaign’ in a report by Great British Racing and IMG Digital. This recognition underscored the campaign’s effectiveness in elevating the brand.
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