Submitted by Tanke - Creative Influencer MarketingAgency IPI Score 16/100

BFGoodrich Digital Content Partnership

Influencer Marketing

Tanke runs the digital content partnership for BFGoodrich in Europe, covering influence, social management and event content, and reports a total reach increase of +1367 %.

+10,4content pieces growth
+135followers reach growth
+16,32Mtotal impressions
+1367total reach growth

Case in 60 seconds

BFGoodrich needed a European communication programme covering its whole communication set-up, in which the same materials had to serve retailers and distributor networks as well as consumers rather than splitting into two separate operations.

The work appears to turn on motorsport events being the moment when the trade audience and the consumer audience are looking at the same thing, so event content can carry both purposes rather than being produced twice.

Tanke acts as the brand's digital content partner and builds a strategy in which the communication materials serve both B2B and B2C purposes across the European markets.

Tanke developed and deployed communication kits for retailers serving in distributor networks alongside launches of new ranges, products and innovations, and managed the brand's social networks through editorial, moderation, content creation and animations, fan acquisition and coordinated paid social investment. The agency also supported BFGoodrich events including the Dakar Rally, the Rally of Morocco and the 24 Hours of Le Mans with social media mechanisms, promotional content, streaming stages and feature videos, while implementing and coordinating an influencer program for European markets.

Tanke reports +16,32 M total impressions, +1367 % total reach, +135 % followers reach and +10,4 % content pieces from the actions carried out jointly with BFGoodrich over the last few years.

Strategy Breakdown

Both B2B and B2C purposes across BFGoodrich Europe, meaning retailers serving in distributor networks as well as consumers in the European markets.
Based on the available evidence, tyre brands are judged on proof rather than image, and endurance events such as the Dakar Rally and the 24 Hours of Le Mans are where that proof is visible, which gives the brand a reason to publish during races rather than around them.
Tyres reach drivers through distributor networks, so the brand has to speak to retailers and to consumers at once; the page describes communication kits for retailers running alongside consumer content, which is the split the strategy is built to close.
Based on the available evidence, the brand appears in this work through the events themselves rather than through advertising messages, since what the page describes producing is streaming stages, feature videos and promotional content tied to race moments.

Creative & Execution System

Assets & channels

  • social networks
  • feature videos
  • motion design
  • photo/video production
  • promotional content related to events
  • streaming stages

Partners

  • Tanke

Results & Evidence

MetricValue
Content Pieces Growth+10,4 % CONTENT PIECES
Followers Reach Growth+135 % FOLLOWERS REACH
Total Impressions+16,32M TOTAL IMPRESSIONS
Total Reach Growth+1367 % TOTAL REACH

Why Tanke's strategy worked

  1. 1

    A single content operation can serve trade and consumer audiences where the material is built around events both groups follow, because retailer kits and public race content draw on the same production line.

  2. 2

    An agency held as a standing digital partner rather than a campaign supplier can carry moderation, paid coordination and launch work together, which is what allows event content to be produced on a race calendar rather than a brief cycle.

  3. 3

    A proof strip that sets one absolute figure beside three percentage lifts is hard to read as a whole, because the calculation basis is not defined for the lifts and the two kinds of number cannot be compared.

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