Niece Motorsports Marcom Social Media Video Submission
Overview
In 2025, Niece Motorsports celebrated its tenth consecutive season of competition in the NASCAR Craftsman Truck Series. To celebrate this achievement, the team ran three commemorative ‘throwback’ paint schemes at Texas Motor Speedway on May 2, 2025. The team selected three paint schemes that marked key events in its 10-year history. The No. 44 team’s 2025 entry reflected the organization’s experience at Iowa Speedway in 2019, where the No. 44 team won the race, but was later disqualified due to a rule infraction. This nearly prompted team founder, Al Niece, to shut the team down. Instead, it resulted in one of the team’s most inspiring stories of resilience, going on to win again the following weekend. As the team prepared to pay tribute to the 2019 Iowa race day through a similar paint scheme on the No. 44, the content team sat down with key organization figures to tell the story.
Strategic Planning
The team wanted to provide fans and followers with an explanation as to why the 2019 Iowa scheme was selected as a throwback, when the history books do not include Iowa on the official win lists. After hearing key figureheads’ perspectives, the team decided it would be best to hear that explanation from firsthand sources who lived the experience in Iowa.
Content Creation
The team’s goal was to take four key stakeholders’ perspectives of the day in Iowa and piece them together to tell the full story. The content team scheduled time with Ross Chastain, driver of the No. 44 in Iowa, Phil Gould, Crew Chief of the No. 44 in Iowa, Cody Efaw, Niece Motorsports General Manager at the time, and Al Niece, Niece Motorsports owner at the time. In individual interviews, each person was handed a photo taken in Victory Lane and asked to recount the day.
The team clipped the interviews into sound-bite pieces and began intercrossing their perspectives to paint a picture and tell their four separate stories that were simultaneously occurring. B-Roll was added to provide a visual of what the key figures were discussing.
Execution
Analytics
Overall, the video was well-received, garnering over 26,000 impressions between platforms, an increase by 575% over similar videos the team posted previously across all platforms. The video also saw an increase by 1342% in engagement when looking at the Iowa video compared to other videos posted across platforms.
