Helping An Industry Leader Build Awareness For A New Product Line

While just about everyone knows the Goodyear name, the industry leader needed relevant, efficient, and timely awareness for a new product line: their Assurance WeatherReady tires. In addition to driving awareness, they wanted to dispel the misperception that the tires were meant only for severe winter weather.

We developed a strategy to reach potential customers during various weather conditions, highlighting the Assurance WeatherReady tire’s versatility.

Our display and social ads showcased the benefits of Assurance WeatherReady tires all year round: rain, snow, or shine, the tires deliver optimal traction and performance handling during every single drive.

We used weather-activated delivery across Google Display and Facebook to ensure customers experienced ads that aligned with their current weather conditions, making their interaction with Goodyear more relevant and timely. (Rainy in your area? You’d see ads that highlighted the tires’ effectiveness in wet conditions.)

We helped Goodyear spread awareness of their WeatherReady tires by serving over 9 million ad impressions over the course of the campaign.

Our ads also garnered over 65,000 clicks to the website, far exceeding the previous months’ awareness campaign results.

Weather-triggered ads had an 18% higher click-through rate (CTR) and a 45% lower cost per click (CPC) than ads not associated with a weather event, translating to a much-improved ROI.

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