Michelin’s #SafeOnMichelin campaign highlights the superior quality of their tyres
Michelin’s Latest campaign #SafeOnMichelin trended both on YouTube and Twitter. Launched to create more visibility for the safety factor of Michelin tyres. The #SafeOnMichelin reached 97 million views through YouTube and Twitter combined. Michelin effortlessly depicted via honest reviews that their products are the most reliable tyres for any vehicle.
Often regarded as the most successful company for automobile tyres, Michelin had a revenue of 20.47 billion in 2020 and this graph hasn’t stopped climbing since this grand campaign. Michelin’s trending activity was able to attract huge viewership. Let us look at more facts in detail.
Objective
The #SafeOnMichelin was able to highlight the brand’s safety features and authentic composition. Michelin promises to deliver the best quality tyres by using silica rubber which makes the tyres of exceptional quality.
The reviews mentioned in the campaign via the YouTubers stated that a customer who uses Michelin once never switches to another brand. Being a century-old company, it is no doubt that Michelin is renowned and known. But the campaign again highlighted how stress-free customers become using Michelin tyres due to the long shelf life of these tyres.
The campaign
The campaign helped and will continue to help the brand to gather a larger audience in India. The brand conducted the #SafeOnMichelin in two parts.
The first part included a giveaway by the company to anyone who solves the puzzle shared by popular YouTubers on their channel. The mystery box was shared with a few known automobile YouTubers such as Jatt Prabhjot, Satya Sagar and various other well-known names. The YouTubers then, asked their followers to solve the puzzle and use the #MichelinIndia and #SafeonMichelin to tweet or post their answers in the comments. A few lucky winners are to receive a huge prize from Michelin.
The second part of the campaign was centred around providing honest reviews about Michelin tyres. Michelin partnered with a few popular influencers who went to different parts of the country to test and try the tyres and provide honest reviews on the same. They also spoke to the of shop owners and dealers who also provided their perspective as the people who witness and interact with the users first-handily and learn about their experiences with the brand as a whole.
Outreach
The brand’s bold move to accept and welcome impromptu and honest feedback has been highly appreciated as a positive move. The campaign trended on Twitter for 16 days. Till now #SafeOnMichelin has been used on Twitter over 6000 plus times which was in itself responsible to reach out to 35 million users.
Along with the YouTube reviews and the comments under them, the total reach of the latest campaign by Michelin India is estimated to be a whooping 140 million people.
Inference
The brand’s initiative to highlight its superior quality using an interesting contest and valuable feedback is commendable. The brand made sure to focus on its key areas by giving access to more people to their product. Dealers were all in praises for the effort that the brand is doing and the legacy that it has.
Most dealers were heard saying that Michelin provides high-quality tyres that do not get complaints once sold. Users also appreciated the brand’s prompt customer service. Another beautiful facet noted by dealers, users and Youtubers alike, was that Michelin also makes use of environment-friendly products, maintaining the legacy of elite products while saving mother earth as they go ahead.
Abhishek Joshi, Head of Digital Marketing at Michelin, was recently also listed in 40 under 40 marketers and is the curator of a popular blog aimed at finding homes for stray dogs dogwithblog.
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