Duckhams
Reigniting a legendary motorsport brand through digital-first fan engagement
Duckhams
The Challenge
Duckhams is a name written into motorsport history. Since 1899, its high-performance motor oil has supported drivers from grassroots racers to global champions. But after years away from the paddock, the brand needed a bold digital comeback - one that would reconnect its rich racing heritage with a new generation of fans.
The challenge was: restore Duckhams to the forefront of motorsport culture through digital visibility, fan engagement and social-first storytelling that resonates beyond the track. Digital channels became the hub of the activation - extending race-day excitement and driving brand awareness where fans interact most.
Our Approach
Working alongside Absolute Agency - Duckhams’ motorsport commercial and brand partner - we delivered a fully integrated digital support program designed to energise supporters, celebrate drivers, and showcase the brand’s ongoing commitment to performance.
Our activation included:
- Dynamic website experience
Built on Absolute Control CMS - refreshed each season with new team, driver and racing content - E-commerce merchandise store
Powered by Shopify to drive revenue and deepen fan participation - Social media strategy & management
Instagram + Facebook - growing an active motorsport community and promoting race-day action - Social-first content production
High-energy visuals, trackside video and behind-the-scenes storytelling optimised for feed and Reels - Real-time fan engagement
Live interaction and community management throughout race weekends
Every touchpoint worked together to deliver a relevancy-driven digital presence - fast-paced, accessible, and aligned with motorsport culture today.
Impact
With stand-out digital creative driving brand awareness across digital channels, we turned audience passion into measurable performance;
- Growth in social engagement across every platform
- Strong community interaction during race weekends
- Enhanced driver profiles through consistent storytelling
- A dedicated hub for fans to explore, follow, and buy into the brand
- Increasing merchandise conversion and direct-to-fan sales
By amplifying energy from the track directly onto social feeds, we expanded Duckhams’ reach far beyond physical races - meeting fans wherever they were.
Process for growth
Discovery
To position Duckhams authentically within the motorsport space, we dug deep into fan behaviour across digital touchpoints. This meant analysing how modern audiences consume content, interact with teams and sponsors, and express loyalty - insights that became the foundation for a digital strategy built around real engagement, not assumptions.
Design
To bring the Duckhams story to life, we developed a digital content strategy focused on emotion and immediacy. Using dynamic hero visuals, videos and short-form storytelling we created campaigns that felt as fast and thrilling as the world of motorsport itself. The result: content that didn’t just promote the brand - it amplified its personality and passion.
Build
To give complete flexiblity and to futureproof the Duckhams Yuasa Racing digital presence, we developed a connected platform featuring a team website, ecommerce functionality, and modular content components. These frameworks enable rapid seasonal updates, ensuring new campaigns, visuals, and promotions can go live fast and friction-free - all while maintaining design consistency, brand alignment and performance.
Evolution
Motorsport fans thrive on emotion - and our digital strategy evolved to match that energy. We continually optimised formats, timing, and activation based on real audience behaviour, learning what inspired the most excitement, conversation, and connection. Each insight informed the next seasons campaign, turning engagement into a sustained sense of community and passion around the Duckhams brand.
The Outcome
Duckhams is once again a visible force in motorsport, reclaiming its reputation through real-time engagement, community-driven content and a dynamic on-track partnership.
Online, the brand is now front-of-mind for modern fans. On track, its drivers continue to make history.