01 CASE STUDY
Dakar Rally (Saudi Motorsport Company)
DIGITAL & SOCIAL
In 2023 SMG also assumed full responsibility for all @DakarinSaudi social channels and content delivery. Hosted by the Saudi Motorsport Company since 2020, the Dakar Rally is one the greatest representations of the spirit of adventure and of bravery in the world of sport.
As a result, the Dakar Rally deserved an appropriate treatment on social media through video and photo content that showcased the beauty of the racing environment, established the rally’s status as the ultimate motorsport adventure and highlighted all of the factors that make the Dakar Rally such a thrilling and unique racing experience.
This sense of wonder and adventure needed to be communicated on all @DakarinSaudi channels not just during the race period, but throughout the year, to educate and excite a regional and international audience.
SMG’s task also required original, engaging social media content that was optimised for each of @DakarinSaudi target social media channels in Arabic and English in a welcoming, vibrant and passionate tone of voice.
Fastest growing account in Saudi Motorsport Company group
Across Instagram, TikTok, Twitter and Facebook
Paid and Organic over 3-month campaign
NEW FOLLOWERS (IG)
Growth 5x faster in 2023 than in 2022