Page 34 - LAMBORGHINI PR REPORT - April 2024
P. 34
Social media giant
The latest entity of SB Media Group is a long way from the days when Ms Hirschi
was a presenter with Dubai Eye 103.8 and first started posting car reviews on her
personal Instagram account in 2015.
Two years and many car reviews later, she quit her job having reached 50,000
followers on Instagram and dedicated her time to growing the business through
brand collaborations.
“I just started like any other normal account. I just had my Alex Hirschi account. I
wasn't posting anything but friends and family," Ms Hirschi told The National.
“I just started posting my personal experience with these incredible cars, just
from more like a girl-next-door perspective, not like a full-on technical review or a
car journalist’s perspective."
She went full-time in 2017 and was joined the following year by her husband,
who was working at Bloomberg at the time.
"He quit his career in finance and joined in 2018 and so it was just the two of us
running around the world and finding the coolest cars," she said.
In 2020, when lockdown happened and the pandemic curbed their worldwide
travel plans, they set up the Supercar Blondie website and hired a team of
people to gather content from various creators to feature on their channels.
The website now has a team of journalists writing articles every day on stories
about cars, luxury, watches and tech. The company also has producers, editors
and presenters on the social media channels.
Social media as a business has changed completely since Ms Hirschi started
out.
Influencer Marketing Hub, a Danish company that tracks the social media and
influencer marketing industry, said it was worth $1.7 billion in 2016. In 2022, it
was worth $16.4 billion and this year it is expected to be $24 billion.
https://www.msn.com/en-ae/money/news/how-supercar-blondie-went-from-dubai-radio-host-to-
global-social-media-brand/ar-BB1kVGqv
