Jamie Chadwick W Series win

W Series race into their second year with Fifty Digital

W Series, the ground-breaking racing series for women, are speeding into their second year of competing with a social-first digital strategy in partnership with Fifty Digital, the fastest growing digital and social media agency in sponsorship and sport.

The objective is to change the face of motorsport, literally. With bold, powerful creative and a focus on live race weekend coverage, the team will aim to convert a new generation of fans and encourage them to Rethink Racing.

After a successful first year of competition, a new partnership with ROKiT and two new races which precede the Formula One calendar, 2020 is already set to be bigger and better for the women’s racing series. This will be boosted with premium creative, timed to launch ahead of May testing in Valencia.

A key component of this transformation is to ensure the brand message is never lost: W Series is here to change the face of racing, tackle the tricky conversations and share in the conversation around women in sport.

W-Series starting grid

Focussing on live race coverage on social and digital, this enhanced strategy will ensure the excitement of a race weekend is distributed far and wide, with tailored platform approaches to generate traction across multiple channels.

The W Series look-and-feel will transcend onto driver profiles, with Fifty Digital also running driver social media and digital workshops to empower them to create and distribute their own content.

Penny Harrison, Head of Digital and Social Media at W Series, said: “We’re excited to have Fifty Digital on board due to their passion to make this year of racing bigger and better, and their willingness to ensure we stay true to the W Series message. We’re looking forward to getting started ahead of testing, creating powerful content and making history in our second year.”

James Campbell, co-founder of Fifty Digital, said:Fifty Digital has a history of working with some of the biggest names in motorsport, and to now be partnering with those who are literally changing the race of racing, is extremely exciting. Content is still king on social media, so we’re heavily focusing on revolutionising how W Series produce, share and generate content, both on a race weekend and non-race weekend.”

Nick Jackman, co-founder of Fifty Digital, said: “To be working with W Series, who are disrupting such a traditional sport, is thrilling, and we can’t wait to contribute to the powerful messages in and around women in sport. We believe there is a huge untapped audience who are waiting for the emotive content from both the W Series and its drivers, and it’s an honour to be leading their digital and social media strategy in only the second year of racing.”