League Digital helps Michelin create selfie success
Michelin approached the League Digital team to create a fun, interactive campaign for its passenger tyre department. The objective of the campaign was to grow Michelin’s database by encouraging existing and potential customers to engage with the brand and share their experiences.
The Michelin Man, Bibendum, is synonymous with the iconic tyre brand and provided the ideal subject for the lead generation campaign. Participants were encouraged to take selfies with Bibendum at tyre dealerships nationwide and share their pictures on social media using the hashtag #MichelinandMe. The competition prizes included a set of Michelin Pilot Sport tyres and a trip for two to the 2020 Spanish MotoGP.
The Michelin and Me competition ran from June 2019-31 January 2020 and was promoted organically through blogs, Michelin’s social media channels, Google AdWords and GDN banners. We also combined our digital marketing efforts with traditional media and promoted the competition during several live episodes of SABC3’s Expresso Morning Show. Leads gathered from the respective channels received further Michelin-related email marketing.
During the six-month campaign, League Digital helped the leading tyre brand to generate more than 1 900 leads – 907 from organic social posts and 985 from our paid media campaigns. The success of the Michelin and Me competition set an impressive benchmark, and the brand’s international counterparts are looking to roll out similar campaigns in other countries.
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