Goodyear

Helping an Industry Leader Build Awareness for a New Product Line

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. When the tire giant turned to us to drive awareness and conversions for their Assurance WeatherReady tires, we delivered with a creative twist.

Client:

Goodyear

Services:

Paid Media Planning

Industry:

Manufacturing

Goodyear

The Challenge

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.

Digital Ads Message All-Weather Benefits

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.

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. (Rainy in your area? You’d see ads that highlighted the tires’ effectiveness in wet conditions.) 

Improved ROI

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.

9M

Ad Impressions

Served

65K

Ad Clicks to

Goodyear's Website

18%

Higher click-through rate than

non-weather campaign ads

45%

lower cost-per-click than

non-weather campaign ads

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