Full throttle with your brand: what we can learn from audience marketing with the example of Franco Colapinto

The phenomena of Argentine popular culture are taking on a greater dimension with the impact of social networks as powerful channels of penetration among audiences. Today, the case of Franco Colapinto, which once again puts motorsports at the center of Sunday tables for Argentines, is the new “crest of the wave” that many brands are taking advantage of to position themselves as leaders in their industries.

The Argentine pilot is just one more example of many that have known how to take advantage of the power of digital spaces to reach the hearts of the audience; phenomena like Bizarre either L-Ghentin music, or even Milei in politics, have shown that horizontal communication on networks transforms the rules in communication, the formation of identity and the emotional connection with the target audience.

Their stories of rise, authenticity and, in many cases, self-improvement, have captured the interest of a young, global audience that values ​​authenticity and is inspired by the success of these icons. For those of us who are dedicated to communication, they are an example that maintaining traditional norms is no longer enough and, for those who want to take off with their brand, they contain the keys to accelerate fully and surpass the competition: a 360 communication strategy that integrate these new audiences.

In the digital sphere, the phenomenon of these characters multiplies; The Instagram, YouTube, TikTok and Twitter formats allow active participation that enhances reach almost “without doing anything.” Colapinto, for example, has managed to transcend generations, bringing together F1 fans who waited 25 years to see an Argentine representative again with the new interested parties who found an idol in him and who now connect with a sport that seemed far from them. popular culture.

What was generated? A powerful channel of contact with a heterogeneous and wide audience, which did not exist until now; grandparents and grandchildren, young people and adults, together, receiving the same message and sharing the same interest. The only way to get on board with this phenomenon, due to its unique characteristics, is to achieve comprehensive communication. Mercado Libre, Uber and Quilmes understood it, they activated a communication strategy with the speed and acceleration that this race requires, as sponsors.

Instead of focusing solely on traditional sponsorship, these brands developed campaigns that integrate digital content, traditional media, and social media strategies to build an authentic bond with audiences. Quilmes, for example, uses its image to reinforce its link with national values, and Uber and Mercado Libre take advantage of its international and innovation profile, using Colapinto as a brand ambassador that represents mobility and connectivity in a broad sense.

The Colapinto phenomenon illustrates how marketing strategies must evolve to truly connect with a hyperconnected generation. Today, simply communicating a message is not enough; You have to build complete experiences that convey the feeling of being part of something bigger. As?:

• Storytelling, create a powerful story around your brand that connects deeply.
• Underline brand values until they are indivisible from it.
• Generate a “tribe” of fans that identifies with the brand’s values, generating loyalty and a sense of belonging.
• Support from celebrities and influencersto amplify the reach of the campaign and diversify its audience.
• Integrate unexplored formats that take communication beyond what is expected… QRs at key points with messages to build, artistic interventions… the limit is creativity.

CEO of A TRAIN LAB