Case study
Mercedes AMG F1
Gave the team confidence to run their huge community according to clear rules. Arwen reduced toxic comments on Mercedes AMG F1's social media by 70%, re-engaging nearly 30% of their fans and increasing post views by 5%.
70%
reduction in toxic comments posted
29%
followers actively re-engaged
5%
increase in post views
Overview
From toxicity to activity: how we re-engaged Mercedes' followers.
Sports have always drawn intense emotions, historically kept within bounds by societal norms. Now, as sports discussions move online, social media showcases both its strengths and weaknesses. It allows for global connections, enabling fans to support athletes and celebrate victories together, but it also lets negative and toxic behaviors like harassment thrive without immediate social consequences.
The shift to digital has significantly changed fan interactions, which is now impacting the sports experience. 40% of individuals report feeling threatened or frightened by such interactions, while an astonishing 80% have encountered online hate, according to a whitepaper published by the FIA, the global motorsports organisation.
This increase in toxic online behavior damages the growing diversity of sport audiences. In our attention economy, the hate is actively damaging attention. What's required is a shift towards actively moderating the worst social comments, to promote safety and inclusivity for all fans. Arwen's auto-moderation suite of products are helping to ensure that sports are a source of joy and community in the digital age, keeping the spirit of true sportsmanship alive.
Mercedes AMG Petronas F1, a globally recognized motorsports team with 86 million followers, faced a significant challenge. Their social media, filled with diverse global fans, was becoming overwhelmed by spam and toxic comments, targeted at the team, individual drivers like Lewis Hamilton and even their social media team.
The extent of the hostility was so severe, threatening to spill into the real world. This concerned the team because it could push away new, more diverse fans, attracted by popular shows like Drive to Survive. This is particularly important as Arwen's early analysis revealed that, although female fans made up under 20% of fans, they were by far the most positive - contributing over 60% of the team's more positive comments. Mercedes therefore asked Arwen to cover all their branded profiles, as well as named drivers.
The positive impact of Arwen's solution for Mercedes has been substantial over the past three seasons, protecting the wellbeing and performance of both team and drivers from toxic comments and stopping a toxic minority from damaging the experience of the wider majority of diverse fans. It also allowed the social team to focus more on creating content for their community.
Here's how things have improved:
These improvements show just how well Arwen has helped create a friendlier and more welcoming space for both fans and athletes. Additionally, the insights dashboard offered deep insights into fan behavior and identifying micro-influencers, further enriching Mercedes' strategy for fan engagement.
Arwen has helped us live up to our diversity and inclusion commitments by removing spam and toxicity from our social channels.
See how Arwen helps teams protect performance, spot opportunity, and act in real time, without adding complexity.