Tuned sports cars and high-performance tires create quite explosive content on Instagram. Since 2019, follow red has been supporting the tuning division of Europe’s leading tire manufacturer Continental. The stated goal: community building and more visibility for high-performance tires on social media. Via conception, editorial planning, editorial implementation of posts/stories (copy, image and video) as well as live communication at tuning events, exciting content is continuously generated and distributed. Our PR specialists also provide support in attracting fans via dark posts targeted at specific groups. With Supercar Blondie and Shmee_150, managed and briefed by follow red, two authentic influencers with a wide reach from the automotive sector also ensured additional visibility and multiplication of the tuning content.