SITUATION
Research showed that while a high percentage of Hispanics are aware of NASCAR and have a high interest in cars and racing, they had a very low interest in the sport because they didn’t see it as a brand “for them.” We knew instantly this problem went deeper than advertising.
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Our strategy for NASCAR was to break down the cultural barriers of entry to the sport. We know that Hispanics highly value word-of-mouth interactions, especially when it comes from a source that not only speaks their language, but also shares their values. The more local the personality, the better; and the more likely they are to consider the recommendation.
We connected with local influencers in high density Hispanic communities to welcome Hispanics to the sport. There was custom content shot at local tracks, ticket giveaways, driver meet-and-greets and one-on-one driver interviews. The influencers were given VIP access at the local track, to ensure the full NASCAR experience. The content would live on the influencer’s own channels, thus allowing them to have complete creative liberty over their work and express themselves through the lens of their digital personas. They served as a trusted voice so that Hispanics would feel welcomed by the sport.
Since the launch of the influencer program in 2016, we have delivered over 150MM + impressions and racked positive Hispanic fan growth year-over-year.
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