Digital Media & Content Strategy
For the 2025 season, this role involved end-to-end management of Polimi Motorcycle Factory’s social media presence, shaping the team’s digital identity through strategy, content creation, and team coordination.
It combined creative direction with hands-on production of impactful video content, ensuring consistent, high-quality communication across all platforms.
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Follower Increase
Socials Strategy
Initial Situation
When I took over management of the team's social media channels, they had been largely inactive and underutilized.
The only existing content from the recently concluded season consisted of a few posts about the final event, some sponsor acknowledgments, and occasional recruitment announcements.
Goal
PMF's management aimed primarily to revive the social media channels and showcase not just the final results, but the entire process behind the bikes, something that hadn’t been done in previous seasons.
The strategy included these goals but also extended to engaging the Politecnico community and young motorsport enthusiasts, increasing the team’s visibility and supporting future recruitment efforts.
How
The approach began by consistently publishing content, then introducing formats designed to engage the audience during events and provide insights into daily team activities, but also presenting PMF’s unique achievements in a compelling and attractive manner.
Additionally, a key focus was to highlight the valuable contribution of partners, showcasing how their products were used in various stages of the competition.
KPI Monitoring
group Followers
As part of the competition’s requirement to define key performance indicators (KPIs) for each area of the team,
follower growth on Instagram was selected for the Communication department.
Instagram being the team’s primary social platform,
follower growth serves as a key performance indicator for outreach effectiveness.
During the previous season, the page grew by 1953 followers, though this included an exceptional spike
of +1083 generated by a viral video at the 2023 EICMA exhibition, a data point treated as an outlier.
In the current monitoring cycle, which began in December 2023 with a baseline of 5167 followers,
a steady growth target was set to reach 6400 by October 2025. Monthly tracking has been carried out since January 2024,
and the October milestone was already surpassed in July 2025, indicating a faster-than-expected growth trajectory
and sustained audience engagement.
timeline Engagement
Engagement rate was identified as another critical metric to evaluate the interaction level between followers and the team’s Instagram content. Calculated by dividing the number of likes, comments, and shares by the product of posts published and follower count, this rate offers insight into the quality of audience involvement rather than just size.
Market research established an average engagement benchmark of around 4% for comparable profiles, setting the goal to maintain above this value consistently over the monitoring period from January 2024 to October 2025, with the baseline set from the previous season’s average. Overall, engagement performance has been positive and above the set threshold, with notable spikes corresponding to competition deliveries and a particularly significant increase following the announcement of the Yamaha Campus collaboration.
MotoStudent Special (MSS) Deliveries
This new delivery category, introduced in the 2024/25 season, aimed to enhance communication and strategic clarity throughout the competition. Through a series of structured video submissions, each team was encouraged to showcase the project’s evolution throughout the competition, shifting focus toward storytelling and public engagement.
At a staggering 85,000 views, our videos became the most-watched entries in the entire competition.