Michelin’s ‘Power Pilot’ campaign used social platforms and earned media via PR to reach out to the automotive media and amplify launch messaging.
Re-engineering social media and turning-turtle or inverting social media marketing fundamentals to connect and create conversations within the niche superbiking community, the program effectively seeded influencers and amplified messages of advocacy to build a community connected to Michelin, while crowdsourcing active participants for meet and greet events.
As a result of accentuating the ideas of ‘influencer-driven’ content, amplification and a community-centric approach, Michelin two-wheeler radial tyres were launched successfully in India, with an improved consumer reach. The campaign which targeted niche and highly elusive super bikers, reached out to create relevant and prolonged conversations with this fragmented segment, and helped build momentum, this emerged as a measure of the resonance of the campaign. The team’s consumer-reach was also evident in its ‘Power Breakfast’ events across key cities. Impressively, we reached out to 80% of the total universe of the niche community across India. The Power Breakfasts garnered a level of involvement which was reflected not only in the unique experiences created via this campaign to engage niche consumers and showcase the unique capabilities of Michelin Road 2, but also reflected in the consumer sentiment at retail with increased sell-through of Michelin Tyres, exceeding product goals.
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