BFGOODRICH is a tyre company that produces superior products, particularly for the 4x4 sector.
Analytics, Data and Insights
Our client liaison came to us with the aim of cementing its image in South Africa as a brand that cares and ultimately builds a 4x4 community.
Specifically, the aims were to:
- Increase brand awareness as a quality brand for BFGOODRICH B2C and B2B in individual segments (sport and leisure, agricultural and mining).
- Create a way for leads to be generated on the BFGOODRICH website.
- Build a database for these different target audiences.
This idea of the BFGOODRICH Adventure Club was born. Getting people to sign up to this club would form the basis of all marketing, whether it was through a blog, a competition or a social post, the aim was to get people to sign up.
Content marketing is used as a mechanism to increase brand awareness and generate data. It can also be used to drive tyre sales, which is why the “Find a dealer” CTA was incorporated in the campaign as well as the use of paid media such as AdWords or GDN banners.
To tie it all together, a newsletter is used as a tool to deliver consistent content to our database and entice people to buy tyres.
Adventure Club page
April - August 2019
Website visits in 2019
Leads generated from the Website
Active users from the BFGOODRICH Adventure Club Facebook page
"I must say that I’m really proud of BFGOODRICH. Working on its account, I've become a real fan of the brand regardless of the fact that I do not fall into its target market."
Tiaan Joubert BFGOODRICH Account Manager