Building a community behind a hit television show.

The challenge

Garage Squad’s appeal extends beyond the cars it restores. It’s about the people who own them, the memories attached to them, and the team helping get them back on the road. The challenge was to bring that human connection to the show’s social channels: attract new fans, give existing viewers reasons to stay connected between episodes, and make the personalities on screen feel more familiar.

The approach

I managed the show’s social channels and developed social copy and articles that brought its people and automotive culture into focus. I interviewed and wrote about the people on and behind the show, finding personal details that could give fans a deeper connection to what they watched.

Social copy provided a quick, inviting entry point. Articles created room for a fuller story. Email newsletters kept people connected. Across it all, I drew on my knowledge of car culture to write for enthusiasts while keeping the human experience accessible to an audience of devoted fans that grew daily.

Making the show more human

My profile introducing Bogi shows that approach in practice. Through interviewing and article writing, I traced her path from learning to work on cars in high school becoming a technician and helping make the automotive trades more accessible to women.

The story introduced more than a new cast member’s credentials. It gave readers a sense of her personality, motivations, and connection to the work. The tune-in information followed a story that gave fans a reason to care about seeing her on the show.

The outcome

Over three seasons, I grew Garage Squad’s social audience from approximately 40,000 followers to more than 80,000, more than doubling its social media presence.

That growth gave the show a larger audience to reach beyond its broadcast. The work demonstrates how social copy, interviewing, and editorial storytelling can extend a brand through the people and culture that make it distinctive.