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Case study
Michelin Community Campaign

Rezulteo has developed an approach that links users to the Michelin brand through a Question & Answer campaign.

Broadcast formats:

– Homepage themes and a “News & Tips” feature

– Banners: 728×90, 300X250, 300X600

– Widget: 200X206, also supported on partner platforms

Time period: 3 months.

MICHELIN ANSWERS YOUR QUESTIONS

The campaign and qualitative analysis enabled:

  • Segmenting customer issues: products, distribution, price, size, winter tyres, and performance tests.
  • Analyzing issues related to the brand’s products: comparison questions, size, longevity, advice, and manufacturing.
  • Generating brand identification with an innovative campaign involving consumer interaction.

Performance

  • 795 000 impressions
  • 2 958 clicks
  • 128* published questions and answers

* Not all questions were published. Questions were published that addressed new topics not yet covered on the Rezulteo Questions & Answers page.

QUESTION EXAMPLES:

“I bought my Mégane CC in 2004 with Michelin Radial XSE, size 205 50 R17, 93 03V outside. I want to replace two tyres, but I can not find this type of tyre. Which do you recommend? ”

“What are the technical characteristics of Porsche N-rated tyres such as load capacity and inflation pressure? What actually happens if I mount standard tyres on a 964? ”

“What is the difference between Michelin Energy Saver and Energy Saver S1? Can both be mounted on the same axle? ”

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