The Objective

Buying a tyre has traditionally been something which has been done in person, but things are different now. The motorist today likes to research their tyres online before purchasing. They jump from one website to another across a range of devices to figure out what is the best tyre for them. They also know it will ultimately be something they will need to do in real life, meaning when the time comes to change, they will need to physically travel to a tyre dealer to get their tyre changed by a trained technician in a location convenient to them. Sixtwo Digital worked with Bridgestone to develop a strategy that would help drive high quality traffic to their website which would increase subsequent interest in their tyres. More recently, a new objective of building a customer list has been introduced.

The Solution

Sixtwo Digital strategised with the client to ensure all campaigns were optimised for the correct results. In addition to sending traffic to the website, we looked at other objectives that could be met including increased brand awareness, video views and engagement. Once our strategy was in place, we began increasing the amount of organic content that was being published on the Bridgestone Facebook page. To compliment this, ongoing paid campaigns targeting relevant people, that were optimised for the most relevant results, were launched. Best practice was in place, including A/B testing with different ad creatives and copy. To help increase brand awareness and engagement, we ran a series of competitions giving away Bridgestone tyres. These were executed in a way that grew the Facebook page with people who had a vested interest in the brand and the product.

The Outcome

Within the first year, year-on-year users visiting the website increased by 57%. Year-On-Year impressions grew by 72% and engagements grew by a huge 593%. Sixtwo Digital also helped increase the Facebook page’s year-on-year page likes  by 793%. We have also helped Bridgestone create a list of people who are interested in the brand and product that can be used for email marketing campaigns.

If you’re looking to drive more engagement and increase traffic to your website, get in touch to discuss ways we could help.