MXGP had all the right elements for success: a passionate global fan base, an exciting sport, and a growing digital presence. But despite these strengths, their social media growth plateaued, and sponsorship value stagnated. The challenge wasn't a lack of content—it was how that content was being discovered, shared, and leveraged. Without a strategy to integrate user-generated content (UGC) and influencer partnerships, MXGP was missing a huge opportunity to scale its impact.
Enter Ripple Analytics. Using its patented MediaTrack solution, we analyzed MXGP’s entire content ecosystem, revealing untapped opportunities. We discovered over 1,650 active UGC creators already engaging with MXGP’s brand, presenting an unrealized potential to drive growth. By shifting focus from low-yield platforms like X (Twitter) to high-impact channels like TikTok and YouTube, MXGP redefined its content strategy to reach and engage new fans.
The results were transformative: a 50% increase in media value, a 35% improvement in content effectiveness, and a 100x efficiency boost on TikTok. What was once a stagnant strategy became a dynamic engine for growth, turning MXGP’s existing superfans into brand amplifiers. This data-driven pivot demonstrated how leveraging organic creators and influencers could deliver significant digital exposure and enhance sponsor visibility.
By identifying untapped UGC & creator-driven content, MXGP redefined its digital strategy. Here’s how.
Platform Shifts and UGC Drove Growth
MXGP identified an over-reliance on Twitter, with data revealing stronger audience engagement on TikTok and YouTube. In response, they shifted their content strategy to prioritize these platforms, leading to a 100x improvement in TikTok efficiency and overall performance gains across key metrics. A major contributor to this success was UGC, which drove a 42% year-over-year increase in uploads and views, amplifying MXGP’s reach and fan engagement.
Creator Partnerships
By tapping into previously underutilized content creators, MXGP discovered new influencers, strengthened brand connections, and expanded its reach. With more than 1,650 creators and superfans engaged to produce content, MXGP has broadened their and their commercial partners reach and visibility, unlocking new partnership opportunities through Ripple’s data.
Video > Static
Despite MXGP being a sport inherently suited for motion content, much of its social media strategy relied on static images, which lagged in performance. Ripple’s MediaTrack technology revealed this gap, leading MXGP to pivot toward video assets. This shift resulted in a 50% increase in media value, as fans engaged more with the dynamic, fast-paced content that best captured the essence of the sport.
“Ripple Analytics revealed a major blind spot—we were overlooking the media value generated by our creators and fans. Their insights transformed our approach to social media, allowing us to measure and leverage this untapped potential. This not only provided our sponsors with far greater exposure than we had realized but also enabled us to engage with creators we hadn't identified, significantly amplifying our reach and boosting media value for our partners.”
MARIONNA LEIVA
Marketing Director / MXGP
Discover Your Content, Everywhere
Social media tells a story that traditional media analytic tools can’t capture. Platforms thrive on dynamic interactions, real-time engagement, and viral UGC moments. Ripple Analytics is the only technology company that tracks how content flows across social media channels and platforms, no matter the source. Discover how to tap into the power of organic uploads and accurately measure your content’s performance.
