01 Feb Goodyear: Driving Engagement

With a long and rich history of innovation and an outstanding reputation for developing road safety, Goodyear is one of the most famous tyre brands in the world. And yet its social media channels were lacking passion and personality, and subsequently suffering from very low engagement.

I devised a social media content strategy that embraced Goodyear’s company culture and merged this with a personable tone of voice to effectively communicate its dedication to safe driving. With striking imagery dedicated to communicating the brand’s ‘Made to feel good’ tagline, regular updates that reflected the news agenda, and expert tips centred around a campaign to emphasise parents’ roles in educating their kids about road safety, both Facebook and Twitter saw rapid improvements.

Inside four months, the engagement rate increased by nearly 700% on Facebook and 450% on Twitter. The Facebook audience size grew by nearly 500%, while reach on Twitter also increased by five times. The result was a significant increase in online share of voice and key message recognition.