Michelin
When Michelin needed a regional partner to manage their social presence, build authentic communities in the performance automotive space, and bring six new tyre products to market across three countries — they came to us. The mandate was sweeping: own the conversation at every level of the market, from track-day devotees to everyday drivers discovering performance for the first time.
Three accounts. Six launches. Three countries. One cohesive voice built for performance.
We took the wheel on three of Michelin's social accounts simultaneously — each with its own tone, audience, and content cadence — while maintaining the integrity of one of the world's most trusted brands. Community management, content production, and always-on publishing ran in tandem without missing a beat.
On the partnership side, we identified, negotiated, and managed influencer relationships with professional racing drivers and some of the region's most prestigious supercar clubs — bringing credibility and reach that paid advertising simply cannot buy. These weren't transactional posts; we built ongoing ambassador relationships that generated content, event coverage, and genuine advocacy across every platform.
The centrepiece of the engagement was the simultaneous launch of six new tyre lines across three markets. Each product required localised messaging, market-specific media strategy, and coordinated activation across digital, influencer, and on-the-ground channels — all delivered on deadline and on brand.
Results
- 61MTotal campaign reach across all markets
- 4.8×Average engagement uplift across 3 accounts
- 60+Influencer & partner activations managed
- +38%YoY social following growth
