SKF

A race beyond speed

How can a 1000 horsepower race car make sustainable impact on a global scale and greatly reduce CO2 emissions? Answer: A race beyond speed – Introducing F1 as a high-speed test bed for sustainability. See how Whataboutus created a successful campaign with 1.7 million impressions on Social Media.

For 75 years, SKF has been a technology partner in the development of fast and reliable race cars for F1 team Scuderia Ferrari. When both Formula 1 and Ferrari announced their carbon neutrality goals for 2030, a new parameter was added to the SKF partnership – to make the racing innovations more sustainable.

Film Digital Content Social Media

Challenge
SKF and Scuderia Ferrari wanted to tell the story of the longest running partnership in F1 history, highlight the innovative technology being developed for racing and how it could make an impact on a global scale. F1 is a high-speed test bed for sustainability and that technology can be transferred and applied to countless other industries and applications.
SKF created a campaign landing page for the 75-year-partnership and commissioned WAU to produce the film content for the campaign. WAU travelled to Maranello to talk to the key stakeholders involved from SKF and Scuderia Ferrari, get insights on the work being done on the race track and beyond, and most importantly, find out why F1 technology is such a great test bed and the difference that technology can make on a global scale.
Solution
Three main videos were produced: a Trailer created to peak interest and get the audience to the campaign page to learn more; a Case video told from Scuderia Ferrari’s perspective about their own carbon neutrality goals and how SKF helps them in that work; and a Help video, SKF’s story about their contribution to carbon neutrality through sustainable products and solutions.
Content
As part of the activation strategy, Whataboutus also produced a series of 20 second video ads to drive traffic from social media to the campaign landing site. Beside videos and the campaign landing site, the content also included written articles in SKF's customer magazine Evolution.
Activation
The campaign was rolled out in the middle of September in SKF’s social media channels LinkedIn, Facebook, Instagram and YouTube that gave a reach of 1.7 million impressions, received 17.653 views and an engagement rate of 17,38%. A great result in organic comparison .

SKF and Scuderia Ferrari wanted to tell the story of the longest running partnership in F1 history, highlight the innovative technology being developed for racing and how it could make an impact on a global scale. F1 is a high-speed test bed for sustainability and that technology can be transferred and applied to countless other industries and applications.

RESULT

1.7 million

Impressions

1,783,504

Views

1,167.5 h

Watch time (hours)

17,38%

Engagement rate

Three main videos were produced: a Trailer created to peak interest and get the audience to the campaign page to learn more; a Case video told from Scuderia Ferrari’s perspective about their own carbon neutrality goals and how SKF helps them in that work; and a Help video, SKF’s story about their contribution to carbon neutrality through sustainable products and solutions.

As part of the activation strategy, Whataboutus also produced a series of 20 second video ads to drive traffic from social media to the campaign landing site. Beside videos and the campaign landing site, the content also included written articles in SKF's customer magazine Evolution.

The campaign was rolled out in the middle of September in SKF’s social media channels LinkedIn, Facebook, Instagram and YouTube that gave a reach of 1.7 million impressions, received 17.653 views and an engagement rate of 17,38%. A great result in organic comparison .

View all videos on SKF's case page.

For more information, visit: skf.com/scuderiaferrari