F1 Authentics
- Solutions
- Website Redesign and Development
- Full-funnel Marketing Audit
- SEO Strategy
- CRM Strategy
- Paid Search and Paid Social
- Email Marketing
F1 Authentics partnered with Eastside to rebuild their Shopify site, sharpen their digital marketing and realise the full commercial potential of one of motorsport's most prestigious memorabilia brands. With premium products in genuine demand but fragmented channels holding back growth, they needed a partner who could bring strategic clarity and deliver measurable results at pace.
From an in-depth audit through to full channel execution, Eastside delivered a new website and developed a joined-up marketing strategy that expanded F1 Authentics' reach, with a 43.7% revenue increase and 60.4% return on ad spend in Paid Social. It improved ROI across paid channels, and built the foundations for sustained, long-term growth.
The Brand
Founded and backed by Memento Group, F1 Authentics is the exclusive, officially licensed Formula 1® memorabilia specialist. Working closely with teams, drivers, suppliers, and the sport's governing bodies, they offer a catalogue of over 580 items, from genuine race-used parts to branded team collectibles. Their audience spans elite collectors and corporate clients who value authenticity, provenance, and genuine F1 heritage.
The Challenge
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Underutilised Premium Inventory: High-value products such as show cars and simulators lacked the website presence and marketing support needed to attract serious leads.
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Fragmented Platform Experience: Auction and ecommerce operating separately created a disjointed customer experience.
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Paid Channel Underperformance: The paid strategy needed a more structured, creative approach to drive meaningful scale.
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Limited Reach and Creative Fatigue: Existing creative assets were losing their impact, and fresh audiences were not being reached effectively.
Future-Proofing
The brief was straightforward: rebuild the website and marketing operation that matched the ambition and calibre of the F1 Authentics brand. That meant establishing a clear performance baseline, understanding what was working and what was not, and creating a practical roadmap for growth across every channel.
Our team was brought in to lead across website, paid search, paid social, SEO, and email, covering not just strategy and recommendations, but hands-on execution from day one.
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Full Shopify website redesign and development
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Marketing audit and performance diagnostics
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Digital strategy and channel execution (Paid Search, Paid Social, SEO, Email & CRM)
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Channel diversification and creative strategy
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SMS and omnichannel experience development
Our Approach
Eastside began with a thorough discovery phase, gaining access to all relevant platforms and conducting a detailed, channel-by-channel audit. With a significant volume of existing data and live activity to work through, our goal was to build on what was performing, resolve what was not, and identify the opportunities that had been left on the table.
What emerged was a picture of a brand with real commercial momentum being held back by fragmentation and inefficiency. This informed a comprehensive, prioritised action plan, ready for immediate execution across different areas of F1 Authentics' digital presence.
Our Focus
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Resolved legacy technical issues, improved on-page optimisation across metadata and product descriptions, and built a diverse backlink programme to reduce reliance on Formula1.com and strengthen domain authority.
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Tightened location targeting, introduced product-level bidding, and refocused spend on the highest-performing regions. Expanded interest-based targeting and diversified creatives with a stronger push towards video, while extending activity to TikTok and X to reach new audiences.
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Overhauled segmentation and personalisation, introduced milestone-based communications and a loyalty framework, and expanded SMS beyond welcome flows to include abandoned cart and browse abandonment messaging.
The Impact
Eastside's partnership with F1 Authentics set out to unlock the commercial potential of one of motorsport's most prestigious brands, and it delivered results across every touchpoint.
From rebuilding the Shopify site to executing a comprehensive digital strategy that spanned Paid Search, Paid Social, SEO, Email and CRM, every element was designed to address the fragmentation that was holding back growth and establish F1 Authentics as the definitive destination for Formula 1® memorabilia.
The results speak for themselves, proving that when premium products meet strategic digital execution, exceptional commercial outcomes follow.
Business Outcomes
Revenue increased 43.7% YoY, supported by a substantial 66.3% revenue increase from Paid Social and Paid Search YoY. This strong performance was driven not just by increased spend, but by significant efficiency improvements across both channels. Return on ad spend went up by 7% YoY for Paid Search and 60.4% YoY for Paid Social, demonstrating that the campaigns were delivering better results from the same level of investment.
