Alfa Romeo’s social channels had a highly passionate fan base, but much of that enthusiasm existed outside official brand channels on fan-run pages and groups. The challenge was to increase impressions and engagement without over-relying on paid media, activate loyal fans in an authentic, brand-safe way and
bring community creativity back onto official Alfa Romeo channels.
I executed this by launching a UGC competition inviting fans to submit Alfa Romeo F1-themed content.
I curated submissions and showcased them across Instagram and Facebook to celebrate the community, used Instagram Story polls to streamline voting and maximise engagement and implemented a structured Facebook voting system tailored to the platform’s audience behaviour.
Furthermore, I actively collaborated with fan-run pages to extend reach while maintaining brand consistency. From this we saw a +52% increase in impressions during the campaign and a +90% increase in engagement. This campaigns success led to expansion across additional Alfa Romeo fan pages and
+51% increase in customer engagement across Facebook fan communities over the following three months.
The campaign was labelled a great success by the client and became a repeatable model for future community-led initiatives.
- Social Media Manager