MAXIMISING BRAND ENGAGEMENT THROUGH SPONSORSHIPS
Greenhous Group Partner With JP Racing
Overview
Sponsorships can serve as a powerful tool for brands to expand their reach, engage with new audiences, and enhance their industry presence. Greenhous Group, one of the largest independently owned automotive dealers, wanted to leverage sponsorship to build brand awareness and connect with a new demographic. Partnering with JP Racing, they aimed to strengthen their presence across multiple social media platforms, including Facebook, Instagram, TikTok, LinkedIn, and YouTube.
Big Sound Marketing provided a comprehensive sponsorship activation strategy designed to capture audience attention, deliver engaging race content, and solidify Greenhous Group’s presence at key race events.
Raising Awareness Through High-Impact Sponsorship
Greenhous Group’s objectives for this sponsorship were clear:
- Increase brand awareness within the motorsport’s community.
- Engage with a fresh audience passionate about truck racing.
- Develop high-quality content to amplify their presence online.
- Ensure strong brand visibility at race events.
Our task was to develop these goals into an effective, results-driven sponsorship strategy that would enhance engagement and boost Greenhous Group’s presence across digital and in-person race event experiences.
Branded Race Day Print and Stand Materials
To ensure a high-impact presence at race events, we designed professionally branded marketing materials, including custom event signage to make the Greenhous Group Racing stand easily identifiable. We printed high-quality materials such as banners and promotional assets as well as a large marquee stand to house the Greenhous Group Racing merchandise. The race trailer was also branded to ensure consistency and strengthen brand visibility when out on the road and at race weekends.
Engaging Highlight Videos of Key Race Weekends
We produced dynamic highlight videos that captured the activities over each race weekend, including on-track action and behind the scenes footage from the pits and stand. We conducted exclusive interviews with truck racing driver, John Powell and Greenhous employees. The highlight videos were used as a bolster and a reminder to the real-time social media updates made over the weekend, they told the story over the race days and showcased the highs and lows of each race. Snapshots of the longer-form videos were then edited to provide social media friendly edits that were designed to maintain audience engagement and keep Greenhous Group Racing top of the mind. These videos were strategically posted after each race weekend, ensuring continued audience interaction beyond the live event.
Real-Time Social Media Management & Engagement
During race weekends, we provided live social media coverage, sharing the race results and leaderboard updates to keep followers informed. The opportunity for real-time social media gave exclusive behind-the-scenes content and pit lane action offered an insider’s view to the Greenhous Group Racing team whilst capturing the adrenaline and excitement of the race weekend. The engaging content was complimented with relevant hashtags to increase overall reach and online interaction.
This approach significantly boosted engagement across Facebook, Instagram, TikTok, and LinkedIn, creating a sense of community among Greenhous Group followers.
Internal Race Reports to Foster Employee Engagement
Beyond external audiences, we wanted to create an internal community within Greenhous Group by providing employees with exclusive race insights. We developed detailed race reports summarising key highlights from the race weekend alongside overall championship standings. These were placed in strategic high-traffic areas including driver waiting rooms, canteens and break areas. The race reports were digitally available across company intranets and email newsletters ensuring widespread accessibility. The reports aimed to create team spirit and engage employees across the network. The race reports, combined with tickets to attend a race weekend along with opportunities to help and be a part of the team kept employees connected to the sponsorship’s success.
The Results
The sponsorship activation strategy exceeded expectations, driving significant brand engagement and visibility for Greenhous Group. Notable achievements included:
✅ 156% increase in brand awareness across social media in 12 months.
✅ 194% growth in social media engagement, with more followers actively engaging with Greenhous content.
✅ Reshared content from major OEMs such as DAF Trucks UK and TRP Parts, amplifying reach across the industry.
✅ Stronger dealer network presence, fostering brand trust and recognition within the automotive sector.
Through our efforts, truck fans and racing enthusiasts actively engaged with the content, increasing brand affinity and audience retention.
Conclusion
Big Sound Marketing’s data-driven and creative approach enabled Greenhous Group to leverage sponsorships effectively, building their social media platforms while reaching a highly engaged and relevant audience.
This case study highlights the immense value of strategic sponsorships as a tool for brand engagement, digital storytelling, and industry positioning. By blending immersive content creation, real-time engagement, and event branding, Greenhous Group successfully expanded its reach and enhanced its brand perception.
