BorgWarner
001
Introduction
Client
BorgWarner
Year
2024-2026
RANDOM manages community engagement across BorgWarner's nine social channels. The work on the BorgWarner Trophy account was a 2024 PR Daily Social Media & Digital Awards winner.
BorgWarner is a global automotive supplier driving the shift to eMobility, and the sponsor of the trophy given to every Indy 500 winner. The audience spans racing fans, engineers, and auto enthusiasts. Community management is the job.
001
Introduction
Client
BorgWarner
Year
2024-2026
RANDOM manages community engagement across BorgWarner's nine social channels. The work on the BorgWarner Trophy account was a 2024 PR Daily Social Media & Digital Awards winner.
BorgWarner is a global automotive supplier driving the shift to eMobility, and the sponsor of the trophy given to every Indy 500 winner. The audience spans racing fans, engineers, and auto enthusiasts. Community management is the job.
002
Challenges
Nine channels, 550K+ total followers, and an audience that expects the brand to show up, not just post and leave.
Community engagement is the part of social most brands skip. It's also where fans decide whether a brand is worth following. For a sponsor tied to the Indy 500, missing the chance to talk to fans during race season isn't an option.
We staffed senior community managers on every channel. Fan interactions became part of the content strategy and surprise-and-delight moments were planned, not accidental.
002
Challenges
Nine channels, 550K+ total followers, and an audience that expects the brand to show up, not just post and leave.
Community engagement is the part of social most brands skip. It's also where fans decide whether a brand is worth following. For a sponsor tied to the Indy 500, missing the chance to talk to fans during race season isn't an option.
We staffed senior community managers on every channel. Fan interactions became part of the content strategy and surprise-and-delight moments were planned, not accidental.
003
Results
11.1% YoY increase in total followers. 3.4M+ new organic impressions in 2023. 10.2% average engagement rate.
Surprise-and-delight moments with fans became a signature of the BorgWarner brand on social. The 2024 PR Daily recognition came from the work, not the other way around.
003
Results
11.1% YoY increase in total followers. 3.4M+ new organic impressions in 2023. 10.2% average engagement rate.
Surprise-and-delight moments with fans became a signature of the BorgWarner brand on social. The 2024 PR Daily recognition came from the work, not the other way around.
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