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Special Project

Special Project
From the 8th Annual Shorty Awards

#MADEtoRACE: Key Insights Steered Craftsman to Untapped Female Racing Fans

Entered in Twitter


Craftsman sponsored the first female driver for the annual event, "The Race of Gentlemen", and not only wanted to enhance awareness around the event, but also around the historic moment of a female participant. Craftsman approached Insightpool to run the #MADEtoRACE campaign to engage with racing fans, women pro racers, classic car enthusiasts, and automobile journalists to generate authentic support for the female driver and enthusiasm for the race.

Strategy and Execution

Using Insightpool's unique algorithm, the team identified key car and racing influencers and segmented those influencers into groups based on how likely they would engage with Craftsman's twitter handle. They initiated organic conversations with the hashtag, #MADEtoRACE and initiated follow campaigns to relevant individuals to increase their follower base on Twitter. Craftsman genuinely engaged with their audience, asking them questions surrounding their interests in cars and racing.


The campaign successfully reached Craftsman's goals and objectives of increasing awareness around the racing event, with more than 1 million in Total Reach from influencers acquired, 2.3 million in exposure on #MADEtoRACE tracked through TweetReach, and 679,000 in expanded impressions. Craftsman also experienced unprecedented engagement from their target audience, with an average reply rate and acquisition rate of 27%.


Entrant Company / Organization Name

Insightpool, Craftsman


Entry Credits