Case Study: Formula E drives fanbase growth and lower CPA with Fifty

Formula E grows fanbase 13% year-on-year with Fifty

The customer, Formula E, a motorsport aiming for global growth, faced the challenge of wasteful broad targeting that failed to connect with its true audience. They partnered with the vendor Fifty to implement its Audience Operating System, a strategic framework designed to digitize a brand's unique audience DNA.

Fifty's solution involved moving beyond generic demographics to discover Formula E's core fans were urban, tech-savvy early adopters passionate about culture, gaming, and music. This bespoke intelligence was fed directly into creative and media decisions, de-risking investments and compressing decision cycles. As a result, Formula E achieved a 13% year-on-year fanbase growth, a 4.5x increase in YouTube subscribers, and a sustained reduction in cost per acquisition (CPA) over time.

Formula E