The 3 Million Milestone

In 2024, SMG took over social media management for the newly branded Stake F1 Team KICK Sauber. With a bold new name partner, a fresh visual identity, and a disruptive tone of voice, our task was to bring this reinvention to life on social media.

At the time of takeover in February 2024, the team’s Instagram account had 2.4 million followers. As Alfa Romeo, the team had been struggling with engagement and fan sentiment in a saturated market dominated by nine teams with significantly larger audiences.

Our challenge was to build a voice that fans would engage with, regardless of on-track performance. That meant delivering content that wasn’t just reactive to race results but proactive in shaping culture and driving conversation. The 2024 season saw limited on-track progress, with the team scoring its first points in the second-to-last race of the year. We had to engage fans off-track.

Managing comment sentiment during a difficult season required a careful, deliberate and often humorous tone. As the season progressed, we balanced performance transparency with deeper insights into the race to demonstrate that the team was making meaningful progress. Paired with humour, consistent comment replies, and regular content series, we fostered a genuine sense of community and built a ‘favourite duo’ dynamic between Valtteri Bottas and Zhou Guanyu. 

We responded to performance-related negativity by introducing more humanised, team-focused content. Showcasing the behind-the-scenes efforts of team members allowed fans to connect more deeply and positively with the broader narrative.

We built a channel that didn’t just follow F1 trends, it set them. A platform that pushed creative boundaries and developed an instantly recognisable brand personality that fans could connect with, whether they supported the team or not. 

Unlike TikTok, Instagram growth is typically slow and challenging without heavy paid media support. We collaborated with international names and influencers, such as Sergio Agüero, and ensured that these moments felt authentic and consistent with the values of Stake F1 Team KICK Sauber. Authenticity is everything to this brand. Proudly positioned as The Green Team, our content approach needed to reflect that, while also respecting the legacy of Sauber and appealing to both traditional F1 fans and newcomers to the sport.

Heading into 2025, the challenge evolved. The team was no longer new. It was time to shift the narrative again. Two fresh faces joined the team: Nico Hulkenberg and Gabriel Bortoleto.

Nico brought a wealth of F1 experience and a traditionally more reserved online presence. Gabi, a 19-year-old rookie, arrived with a passionate Brazilian fanbase. Bringing these two different career stages together shaped our content strategy for the season. The veteran-meets-Gen-Z-rookie dynamic gave rise to moments like Nico playing mentor while Gabi attempted to explain ‘brain rot’, their dynamic has injected new energy into the channel.

Rather than stalling momentum, this transition created space for innovation. As Nico and Gabi quickly built rapport on and off the track, we have leaned into their chemistry to refresh the team’s identity. This was never just about the drivers; it was about showcasing a culture of growth, resilience, and personality.

The team’s improved on-track performance in 2025 was met with a content strategy that was cohesive, community-driven, and timely. We amplified the team’s best results in years with a tone that remained grounded in the brand’s identity.

In July 2025, the Instagram channel hit three million followers following Nico Hulkenberg’s fairytale first podium at Silverstone, a moment we will never forget. Three million followers isn’t the only statistic we have grown during our tenure as the social media agency for the team. 

Compared to the midfield teams in 2023, the then Alfa Romeo was sitting behind less established brands and teams across all metrics, including Visa Cash App, which had upwards of three million followers. We have now closed the follower gap and established the benchmark and standard of engagement rate on our posts. 

Engagement Rates & Followers:

• Stake F1 Team KICK Sauber 5.61% – 3M 
• MoneyGram Haas F1 Team 0.58% – 3.2M
• Atlassian Williams Racing 1.14% – 4.5M 
• Aston Martin Aramco Formula One Team 0.63% – 5M

This milestone was especially meaningful, knowing that the Stake F1 Team KICK Sauber team is set to transition at the end of 2025. We have built something that transcends short-term results, becoming a voice and a community that fans are proud to rally behind. 

We’ve created a distinct and beloved presence in Formula 1, built a brand-new personality from the ground up, and brought fans closer to the incredible work of every member of the STF1KS team on and off the track.

The underdog always sparks curiosity. SMG’s role is to transform that curiosity into a compelling story, a meaningful connection, and measurable growth. And that’s exactly what we’ve done.