How Le Mans grew YouTube subscribers by 193% and TikTok views to 10m
Challenge
The 24 Hours of Le Mans presents an unusual content challenge. Fans expect constant coverage throughout a 24-hour race, while each platform requires different formats, dimensions and publishing behaviours.
Brave Bison was tasked with increasing already strong 2024 performance by at least 20% while delivering a high volume of reactive content across YouTube and TikTok.
The team needed a cross-platform audience and content strategy capable of capturing the excitement of the opening hour while maintaining audience interest across the entire race and week-long event schedule.
Solution
Brave Bison designed a global production workflow that enabled teams in different time zones to capture, share and publish content throughout the event.
Reactionary clips were produced alongside longer highlights packages covering practice, qualifying, in-race moments and post-race analysis. Content was adapted to platform-specific formats so YouTube and TikTok audiences received content designed for the way they use each platform.
By combining content production, audience development and channel optimisation, the campaign increased YouTube subscribers by 193%, delivered an 85% revenue uplift and generated 10 million TikTok views and 60,000 TikTok followers.
results
193% increase in YouTube subscribers
85% revenue uplift
10m TikTok views
60k TikTok followers
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