Goodyear

Akron, OH

The Perfect Tire, Rain or Shine

Founded in 1898, Goodyear prioritizes innovation to help maintain its status as one of the world’s leading tire companies and most recognized brand names. Goodyear develops, manufactures, markets, and distributes tires for almost all applications, delivering performance handling, all-weather reliability, and affordable quality. In 2018, the tire giant turned to us for help when it came to building awareness for a new product line.

Services Provided

Strategy
Market Segmentation
Display Advertising
Social Media Advertising
Analytics and Reporting

A Relevant, Weather-Triggered Ad Experience

Goodyear needed relevant, efficient, and timely awareness for their Assurance WeatherReady tires. They also wanted to dispel the misperception that the tires were meant only for severe winter weather. So, we developed a strategy to reach potential customers during various weather conditions, highlighting the Assurance WeatherReady tire’s versatility.

Digital Ads Message All-Weather Benefits

The display and social ads showcased the benefits of Assurance WeatherReady tires across a range of weather conditions. Rain, snow, or shine, Goodyear’s WeatherReady tires deliver optimal traction and performance handling during every single drive.
Weather-Activated Ad Delivery

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.

Results

Millions of Ad Impressions

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

Thousands of Site Visits

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

Higher CTR & Lower CPC

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.